PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEBLAK BUNA TULUNGAGUNG

This study aims to determine the effect of product quality, brand image, and price on consumer purchasing decisions at Seblak Buna Tulungagung. Seblak Buna is a culinary business in Tulungagung with a unique concept of self-service spicy food, which attracts many consumers. This research uses a quantitative approach with 70 respondents who have purchased Seblak Buna, selected using purposive sampling. The data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that all three variables have a significant positive effect on purchasing decisions, with product quality having the most dominant influence. These findings emphasize the importance of improving product quality, maintaining a strong brand image, and offering competitive pricing to retain and attract customers.