This research aims at indetifying factors that involved in customer decision making when they want to eat in local and foreign franchises. This research focused on franchises that serve pizza in Yogyakarta, Pizza Hut and Papa Ron's. Information comes from consumer that ever eat in Pizza Hut and Papa Ron's. Result from this survey compared each other to check consumer attitude and behavior when they choose these franchises.

This research use Reasoned Action Theory fro Fishbein. Data collection comes from questionnaire. The study successfully obtained 200 respondents that ever eat in both franchises.

This research user service quality, brand image, trust and value as factors that influence consumer behavior. The results show that factor brand image and trust have strong relation in order to make decision in buying pizza.