The Influence of Brand Image and Price on Consumer Purchase Intention at Solaria Restaurant in Cikarang

Abstract

The rapid development of the culinary industry in Indonesia has intensified competition among restaurants, including in the Cikarang area. Under these conditions, brand image and price are important factors that may influence consumers' purchase intention. This study aims to analyze the effect of brand image and price on consumers' purchase intention at Solaria Restaurant in Cikarang, both partially and simultaneously. This research employed a quantitative approach involving 100 respondents who were consumers of Solaria Restaurant in Cikarang. Data were collected through questionnaires and analyzed using IBM SPSS Statistics version 26 through multiple linear regression, t-test, F-test, and coefficient of determination. The results show that brand image has a positive and significant effect on purchase intention, with a t-value of 2.831 and a significance value of 0.006. Price also has a positive and significant effect on purchase intention, with a t-value of 7.138 and a significance value of 0.000. Simultaneously, brand image and price have a positive and significant effect on purchase intention, with an F-value of 106.020 and a significance value of 0.000. The coefficient of determination of 0.680 indicates that brand image and price explain 68.0% of the variation in purchase intention, while the remaining 32.0% is explained by other factors outside the study. These findings indicate that maintaining a positive brand image and implementing appropriate pricing strategies simultaneously are important to increase consumers' purchase intention.