Abstract

This study aims to determine whether the brand equity influence on purchase decisions of Fried Chicken, find out if the price of influence on purchase decisions of Fried Chicken, see if the location influence on purchase decisions of Fried Chicken and find out if the brand equity, price, and location are equally influential on purchasing decisions Fried chicken. The methodology used is a descriptive quantitative method. Data used in this research is quantitative data, ie data obtained in the form of numbers or numbers. Sources of data in the form of primary and secondary data. Data were analyzed using multiple linear regreAAion analysis methods. The results of the analysis showed that brand equity has a significant and positive influence on purchasing decisions Fried Chicken. The analysis shows the price has a significant and negative effect on purchasing decisions Fried Chicken. The analysis shows the location has a significant and positive influence on purchasing decisions Fried Chicken. The results showed that brand equity, price, and location have a significant effect on purchase decisions of Fried Chicken.