The Influence of Brand Image, Promotion, Product Quality, and Price on The Consumer’s Buying Decision of Aeon Sushi Product on Klang Valley Area.

Abstract

Aeon Sushi is one of the most popular sushi brands worldwide. It has a strong brand image, which isa key
factor influencing consumers' purchasing decisions. This study aims to explore the influence of product quality, promotion,
and brand image on purchasing decisions among consumers of Aeon Sushi. The research focuses on four key factors
influencing purchasing decisions: product image, price, product quality, and promotion. The results showed that brand image
significantly influences consumer choices, indicating that positive perceptions of Aeon Sushi's reputation and values
significantly influence buying decisions. Product quality has emerged as an important driver of customer satisfaction and
loyalty, highlighting the need for consistent product quality standards to ensure repeat purchases. Promotional efforts,
especially those that convey brand's unique selling points, have an immediate impact on consumers' behavior, underscoring
the role of marketing and advertising in influencing purchasing decisions and offering insights to refine strategy and
strengthen market position.