THE INFLUENCE OF PRICE, STORE LOCATION, AMBIENCE, AND BRAND IMAGE ON PURCHASE DECISION THROUGH PURCHASE INTENTION: A STUDY OF MARUGAME UDON IN JABODETABEK

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Marcelino, Abraham (2026) THE INFLUENCE OF PRICE, STORE LOCATION, AMBIENCE, AND BRAND IMAGE ON PURCHASE DECISION THROUGH PURCHASE INTENTION: A STUDY OF MARUGAME UDON IN JABODETABEK. Graduate thesis, IPMI Institut.

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Abstract

The rapid growth of the food and beverage industry in Jabodetabek has intensified competition among fast-casual restaurant brands. In this environment, understanding how store attributes influence consumer purchasing behavior becomes critical. While prior studies often examine store attributes individually, limited research integrates price, store location, brand image, and ambience simultaneously while considering the mediating role of purchase intention. Therefore, this study aims to examine the direct and indirect effects of these store attributes on purchase decision through purchase intention at Marugame Udon outlets in Jabodetabek. This study employs an explanatory quantitative research design using a cross-sectional survey. Data were collected from 122 consumers who have dined at Marugame Udon in Jabodetabek using a structured questionnaire with Likert-scale measurements. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate both the measurement model and structural relationships among variables. The findings reveal that price and ambience significantly influence purchase intention, whereas store location and brand image do not show significant effects. Furthermore, purchase intention has a strong positive influence on purchase decision, while none of the store attributes directly affect purchase decision. Mediation analysis indicates that purchase intention fully mediates the relationship between price and purchase decision, as well as between ambience and purchase decision. The model explains 51.6% of the variance in purchase intention and 71.3% of the variance in purchase decision. These results highlight the central role of purchase intention as the key mechanism translating consumers’ evaluations of store attributes into actual purchasing behavior. Managerially, the study emphasizes the importance of value based pricing and enhancing dining ambience to strengthen consumer intention and ultimately drive purchase decisions. Keywords: Price, Store Location, Brand Image, Ambience, Purchase Intention, Purchase Decision.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: sandra margaretha
Date Deposited: 01 Apr 2026 02:43
Last Modified: 01 Apr 2026 02:43
URI: http://repository.ipmi.ac.id/id/eprint/2967

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