Pengaruh Price Perception, Brand image, dan Store Atmosphere terhadap Keputusan Pembelian McDonald’s di Kota Surabaya Timur. (The Influence of Price Perception, Brand Image, and Store Atmosphere on McDonald’s Purchase Decisions in East Surabaya).

Maulydia, Ananda Salsabilla Putri (2025) Pengaruh Price Perception, Brand image, dan Store Atmosphere terhadap Keputusan Pembelian McDonald’s di Kota Surabaya Timur. (The Influence of Price Perception, Brand Image, and Store Atmosphere on McDonald’s Purchase Decisions in East Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The growth of the fast food industry in urban areas such as East Surabaya shows a competitive trend, characterized by increasing consumer preference for global brands such as McDonald's. Today's consumers not only consider the taste and speed of service, but also pay attention to price perception, brand image, and store atmosphere in the purchase decision-making process. McDonald's as one of the market leaders is required to maintain a positive perception of these three aspects in order to maintain consumer loyalty. This study aims to determine the influence of price perception, brand image, and store atmosphere on the purchase decision of McDonald's products in East Surabaya City. This study uses a quantitative approach by distributing questionnaires to 100 respondents who are McDonald's consumers. The results of the study show that these three variables have a significant effect on purchasing decisions, both partially and simultaneously. Among the three, price perception showed the most dominant influence on purchase decisions, followed by brand image and store atmosphere. These findings confirm the importance of competitive pricing strategies, consistent brand image strengthening, and the creation of a comfortable and modern store atmosphere, including the provision of supporting facilities such as prayer rooms. This research also opens up opportunities for further research to examine additional variables such as customer experience, digital marketing, and socio-cultural factors that can influence consumer behavior in the fast-food industry.

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