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