The Influence of Product Quality and Price Perception on Purchase Decisions of Roma Biscuits in Surabaya

The effect of globalization has led to rapid growth in the food and beverage industry, demanding companies to align consumer preferences with their corporate capabilities. PT. Mayora Indah Tbk is one of the food manufacturing companies known for its product, Roma biscuits. Drawing upon the information provided by the TBI Award dataset, a definitive inference can be made that Roma biscuit products have experienced a decline each year. The declining top brand index value indicates the presence of issues with Roma biscuit products. The primary purpose of this study is to assess the effect of product quality and price perception on the purchasing decisions of Roma biscuits in the Surabaya region. The population in this research consists of all Roma biscuit consumers in Surabaya, resulting in a sample size of 100 respondents. This research employs a quantitative data approach with data analysis technique using Smart Partial Least Square (PLS). The outcomes of the study demonstrate that the purchasing decisions of Roma biscuits in Surabaya are influenced by both product quality and price perception.