PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Pizza Hut di Kota Malang)

This research aimed to investigate the impact of brand perception and pricing on the purchasing choices of Pizza Hut customers in the city of Malang. The research encompassed all consumers purchasing Pizza Hut products in Malang. Data was gathered through a survey conducted with 120 respondents. The analysis involved various techniques, including instrument validation (validity and reliability assessments), scale measurement, classic assumption testing (normality, multicollinearity, heteroscedasticity, autocorrelation), determination coefficient calculation, multiple linear regression analysis, and hypothesis testing (T-test and F-test). The findings indicate that brand image affects purchasing decisions. Price affects purchasing decisions. Brand image and price simultaneously affects purchasing decisions.