Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)

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The Influence of Food Quality and Brand Image Toward Purchasing Decisions

(A Study on Suka Ramai Restaurant in Kupang)

Authors
K. Margaretha Sartien1, *, Yefta Sanam1, Yoga Saputra Soeradi1
1Administrasi Bisnis, Politeknik Negeri Kupang, Kupang – NTT, Indonesia
*Corresponding author. Email: titinkabanga@gmail.com
Corresponding Author
K. Margaretha Sartien
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-83-1_57How to use a DOI?
Keywords
food quality; brand image; purchasing decisions
Abstract

One of the efforts that can be done by every business actor is to create a consumer-oriented marketing strategy. Suka Ramai restaurant has many competitors who also offer seafood menus, but in the midst of competition, Suka Ramai restaurant must be able to compete by maintaining good food quality so as to make visitors interested in the menu offered. Product quality (food) is closely related to consumer purchasing decisions. With a good perception of quality will create a good brand image for a product that will lead to consumer purchasing decisions. Brand image is one of the considerations of consumers in making a purchasing decision of a product or service. If the brand image is embedded in the minds of consumers, it will help consumers reduce confusion in choosing a product. Therefore, the purpose of this study is to find out partially and simultaneously the effect of food quality and brand image on purchasing decisions at Suka Ramai Kupang restaurants. Research findings indicate that food quality and brand image partially and simultaneously have a significant effect on consumer purchasing decisions at Suka Ramai Kupang Restaurant.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
978-2-494069-83-1
ISSN
2352-5398
DOI
10.2991/978-2-494069-83-1_57How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - K. Margaretha Sartien
AU  - Yefta Sanam
AU  - Yoga Saputra Soeradi
PY  - 2022
DA  - 2022/12/30
TI  - The Influence of Food Quality and Brand Image Toward Purchasing Decisions
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
PB  - Atlantis Press
SP  - 315
EP  - 320
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-83-1_57
DO  - 10.2991/978-2-494069-83-1_57
ID  - Sartien2022
ER  -