Pengaruh Peningkatan Citra Merk Terhadap Keputusan Pembelian Roti Mantap Bakery Jember

Abstract

Tight competition in the Jember Regency bakery industry, especially in terms of product brand image which is one of the consumer considerations in purchasing decisions, as well as the gap in previous research results regarding the influence of product brand image on purchasing decisions. This study generally aims to analyze the influence of product brand image on purchasing decisions on Mantab Bakery Jember bread, with the specific aim of identifying elements of product brand image that influence consumer purchasing decisions and measuring how much influence they have on purchasing decisions. The research method used is a quantitative approach with data collection techniques through questionnaires distributed to consumers of Mantab Bakery Jember Bread, using instrument test analysis tools (validity test and reliability test), classical assumption test, simple linear regression test, and hypothesis test. Sampling using simple random sampling technique with a sample size of 90 respondents. The results of this study indicate that the partial hypothesis test (t) on the Brand Image variable (X) has a sig value of 0.000 < 0.05 and a calculated t value of 3.042 > t table 0.2072, so H1 is accepted, which can be interpreted that the Brand Image variable has a positive and significant partial effect on the Purchase Decision of Roti Mantap Bakery Jember.