PENGARUH BRAND IMAGE, KEWAJARAN HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN PIZZA HUT DELIVERY DINOYO

This study aims to determine the effect of brand image, price fairness, and service quality on purchasing decisions at Pizza Hut Delivery Dinoyo. This study is a quantitative study. Using data from questionnaire results with non-probability sampling techniques with the Accidental sampling method, with a total sample of 160 respondents. The analysis method used is multiple linear regression analysis with the IBM SPSS Statistic 21 analysis tool. The results of SPSS processing show that brand image has a positive and significant effect on purchasing decisions. Price fairness has a negative and insignificant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions.