Food Quality, Brand Images, dan Brand Awareness Untuk Mendorong Keputusan Pembelian Pizza Hut Royal Plaza di Kota Surabaya. (Food Quality, Brand Images, and Brand Awareness to Drive Pizza Hut Royal Plaza Purchase Decisions in Surabaya).

Gandhi, Nadhila Bonazier (2025) Food Quality, Brand Images, dan Brand Awareness Untuk Mendorong Keputusan Pembelian Pizza Hut Royal Plaza di Kota Surabaya. (Food Quality, Brand Images, and Brand Awareness to Drive Pizza Hut Royal Plaza Purchase Decisions in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the effect of food quality, brand image, and brand awareness on purchasing decisions at Pizza Hut Royal Plaza in Surabaya. With the rapid development of the global economy, the culinary sector, particularly the fast food industry, has experienced significant growth. The increasing diversity of food needs encourages business actors to meet consumer demand. Pizza, as one of the most popular foods worldwide, is also favored by various segments of society in Indonesia, including in Surabaya. As the industry develops, competition among companies becomes increasingly fierce, and effective strategies are key to maintaining competitiveness.This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to customers who had made purchases at Pizza Hut Royal Plaza. Multiple linear regression analysis was used to assess the influence of independent variables on the dependent variable.The study findings indicate that Food Quality has a significant impact on purchase decisions, with a significance value of 0.028 > 0.05. Similarly, Brand Image has a significant effect, with a significance value of 0.030 > 0.05. Meanwhile, Brand Awareness significantly influences purchase decisions, with a significance value of 0.000 < 0.05. Collectively, Food Quality, Brand Image, and Brand Awareness impact purchase decisions, as evidenced by the F-test, which yielded an F-value of 19.056 and a significance of 0.000 < 0.05. The coefficient of determination analysis shows that these variables explain 37% of the variation in purchase decisions, while the remaining 63% is influenced by other factors not addressed in this study.

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