The Influence of Price, Product Quality, Service Quality, and Location on Purchase Decisions at Hisana Fried Chicken Surabaya Branch

This study aims to analyze the influence of price, product quality, service quality, and location on consumer purchase decisions at Hisana Fried Chicken Wonokusumo Surabaya Branch. Hisana Fried Chicken is a local fast-food business known for its affordable prices and strategic locations close to residential areas, making marketing factors such as price, product quality, service quality, and location essential determinants of consumer behavior. The main problem addressed in this study is the limited availability of comprehensive research that simultaneously examines these four variables in the context of local fast-food businesses, which have different characteristics from large franchise brands. The study uses a quantitative approach with multiple linear regression analysis, involving 100 respondents who have made prior purchases. All research instruments were tested for validity and reliability, and the model met all classical assumption criteria. The findings reveal that price, product quality, service quality, and location have a significant positive effect both partially and simultaneously on purchase decisions, with price identified as the dominant variable, indicating strong consumer sensitivity to affordability. The research model produced an Adjusted R² value of 0.616, meaning that 61.6% of the variation in purchase decisions can be explained by the four independent variables included in the model. These results reinforce the importance of competitive pricing, consistent product quality, reliable service, and accessible locations in influencing consumer purchasing decisions within the local fast-food industry. Overall, this study provides empirical contributions to marketing literature and offers practical implications for Hisana Fried Chicken in improving its marketing strategies