The Influence of Brand Image, Price, Service Quality, and Online Customer Reviews on the Decision to Buy Gacoan Noodles in Wonogiri Regency
DOI:
https://doi.org/10.59890/ijist.v4i9.53Keywords:
Brand Image, Price, Service Quality, Online Customer Review.Abstract
This study aims to analyze the influence of brand image, price, service quality, and online customer reviews on purchasing decisions. This research employs a quantitative approach. The sample consists of 100 consumers of Mie Gacoan Wonogiri, selected using a random sampling technique. Data were collected via questionnaires and analyzed using descriptive analysis, multiple linear regression, t-test, and coefficient of determination (R2). The results of the study show that: (1) brand image has a positive and significant effect on purchasing decisions, as evidenced by a significance value of 0,001 ≤ 0,05 (2) price has a positive and significant effect on purchasing decisions, as evidenced by a significance value of 0,002 ≤ 0,05 (3) service quality has a positive and significant effect on purchasing decisions, as evidenced by a significance value of 0,002 ≤ 0,05 and (4) online customer reviews have a positive and significant effect on purchasing decisions, as evidenced by a significance value of 0,007 ≤ 0,05. The implications of this study emphasize the importance of brand image, price, service quality, and online customer reviews in influencing purchasing decisions. Therefore, business actors are advised to consistently maintain service quality standards and brand reputation, while optimizing pricing strategies and actively managing customer reviews to boost sales.
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