The Influence of Brand Image and Price Perceptions on Purchasing Decisions on McDonald’s Products in Semarang City

Abstract

Competition in Indonesia's culinary industry is getting tougher, pushing restaurant businesses to keep innovating. The rise of online food delivery platforms and culinary trends on social media have further amplified this competition. McDonald's, as one of the major players, has successfully captivated consumers through its unique customer experience and strong brand image. This study aims to examine the extent to which brand image and price perceptions influence consumer decisions in choosing McDonald's products at the Pamularsih branch, Semarang. Using purposive sampling technique and multiple linear regression analysis on 47 respondents, the result showed that both brand image and price perception have a significant influence on consumer purchasing decisions.