THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY AND PRODUCT INNOVATION ON PURCHASING DECISIONS AT RICHEESE FACTORY MEGA MALL BATAM CENTER

Abstract

The development of transaction forms is becoming increasingly extensive and diverse in the development of a business and enterprise. The fast-food industry has grown rapidly in big cities today. Richeese Factory is a fast-food restaurant chain originating from Indonesia. Known for its crispy fried chicken coated with a special spicy sauce. With quite tight competition among several competitors, this requires companies to compete in making consumers feel satisfied with the products being marketed. By creating a strong brand image, product selling prices can increase, making it easier for consumers to make purchasing decisions. Superior product quality is a key factor in achieving competitive advantage, which will ultimately increase consumer satisfaction. Several factors that influence consumer satisfaction include brand image, product quality, and product innovation which are the main considerations for customers in making purchasing decisions on a product. In this research, the researcher divided the sub-problems, until the researcher decided to research the influence of brand image, product quality and product innovation on purchasing decisions at the Richeese Factoy Mega Mall, Batam city. The research method used is a quantitative approach with data collection instruments using questionnaires with 100 respondents using the customer of Richeese Factory Mega Mall in Batam as the research population. The study design is structured into several action categories, in the form of experimental, causal, correlational and descriptive. In the research, it was found that brand image does not have a significant influence on consumer purchasing decisions at Richeese Factory Mega Mall Batam. It is recommended that Richeese Factory strengthen its marketing strategy which focuses more on added product value and attractive user experiences. Brand Image (X1) has no positive and partially significant effect on consumer satisfaction (Y), namely on purchasing decisions at Richeese Factory Mega Mall in Batam city. Attractiveness (X2) has a positive and partially significant effect on consumer purchasing decisions (Y). And product quality (X3) has a positive and significant effect simultaneously on consumer satisfaction (Y) of Richeese Factory Mega Mall in Batam city.