Relationship Between Product Quality, Brand Awareness, Price On Purchasing Decisions (Study On Consumers Sukidayo Shop Surabaya)

This research aims to determine the influence of product quality, brand awareness and price variables on purchasing decisions for Kedai Sukidayo Surabaya products. The research method used is quantitative methods with primary data using questionnaires. Respondents in the research were all consumers who bought UMKM Kedai Sukidayo Surabaya brand products, the sample used was a probability sampling is proportional stratified random sampling technique with a sample size of 100 respondents. The formula in this research uses the validity test, reliability test, classical assumption test, multiple linear regression, coefficient of determination (R²), and test assisted by SPSS 20 in processing the data. The results of this research show that product quality, brand awareness and price have a partial and significant influence on the decision to purchase Kedai Sukidayo Surabaya brand products.