THE INFLUENCE OF PRICING AND BRAND IMAGE TOWARDS CONSUMER PURCHASING DECISION OFBURGEROLOGY

Abstract

The e-commerce sector is believed to be a promising business sector in Indonesia. This phenomenon is due to the forecasted growth of e-commerce transactions in Indonesia that has reached 500% in the last five years On the other hand, the food and beverage industry in Indonesia in 2015 until 2017 is also experiencing growth. In the year of 2017, the growth of the food and beverage industry achieved the highest growth compared to any other industries in Indonesia. In this era, the trend of building up a food and beverage business have also evolved, as now companies can start the business without opening up a restaurant or having any physical store anymore This research uses the online startup businesses of Ciputra University’s 2015 batch named Burgerology. This is aimed to find out the effect of Price and Brand Image towards Purchasing Decision of consumers. Paper-based and online questionnaire are distributed to the samples using 5-point Likert-scale questionnaire, and the data collected is then analyzed using Multiple Linear Regression. The result shows that price and brand image do influence the purchasing decision of Burgerology.