Price, Taste, or Image? Exploring The Determinants Of Korean Restaurant Consumer Purchase Decisions In The Era Of Competitive Culinary

Abstract

This study aims to analyze the effects of price perception, product quality, and brand image on  purchase intention and purchase decision of consumers at Korean restaurant Reddog in Jakarta. This research is motivated by the rapid growth of the Korean culinary industry in Indonesia and the inconsistencies found in previous studies regarding the determinants of consumers’ purchase intention and purchase decision. This study employs a quantitative approach using a survey method. Primary data were collected through online questionnaires distributed to 200 respondents who had previously purchased Reddog products. The sampling technique used was purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) with AMOS software. The results indicate that price perception, product quality, and brand image have a positive and significant effect on purchase intention. Furthermore, price perception, product quality, brand image, and purchase intention also have a positive and significant effect on purchase decision. These findings suggest that fair price perception, high product quality, and a positive brand image can enhance consumers’ purchase intention, which subsequently leads to purchase decision. This study is expected to contribute theoretically to consumer behavior literature and practically to provide managerial insights for Reddog in developing effective marketing strategies to enhance competitiveness and sales performance.