PENGARUH CITRA MEREK, PERSEPSI HARGA DAN PERSEPSI KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MCDONALD’S SUDIRMAN YOGYAKARTA

This study aims to examine and analyze the effect of brand image, price perception, and service quality perception on consumer purchasing decisions at McDonald's Sudirman Yogyakarta. The data used in this study is primary data in the form of quantitative data. This study used a non-probability sampling method in sampling, and obtained a sample of 100 samples. The analytical method used in this research is using multiple linear regression analysis. Based on the analysis that has been done, the research results show that Brand Image has a significant positive effect on Consumer Purchasing Decisions, Price Perception has a significant positive effect on Consumer Purchase Decisions has a significant positive effect on Consumer Purchase Decisions, and Perception of Service Quality has a significant positive effect on Consumer Purchasing Decisions. McDonald's Sudirman Yogyakarta.