PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN ROTI KAHANG JAYA DI KOTA KUPANG

Abstract

This study aims to determine the effect of Brand Image to Purchasing Decisions at Kahang Jaya Bakery. The
method of analysis used is Descriptive Analysis, Validity, Reliability, Factor Analysis, Simple Linear Analysis
And Hypothesis Testing. The results of the Factor Analysis showed that the dimensions of the Type of Brand
Association, Endorsement Brand Association, Brand Association Strength, Uniqueness of Brand Associations
and Purchase Decision to measure the value of KMO Measure of Sampling Adequacy are significant for all
value <0.50, the measurement of the value of Research Variance Explained are all > 0.50 and Reliability
Construct of all the dimensions are CR> 0.70. Based on the analysis, it can be concluded that the Brand Image
which consists of : The Type of Brand Association, Endorsement Brand Association, Brand Association
Strength And Uniqueness of The Brand Association has applied to the Kahang Jaya Bakery. Furthermore, the
Brand Image of Kahang Jaya Bakery has an impact and a positive relationship to the Purchasing Decision
regression coefficient, significance f = 0.000. Results of determination coefficient (R2) showed that the effect of
the Brand Image to Consumer Purchase Decision at Kahang Jaya Bakery by 90% and the remains of 10%
influenced by other variables that was not discussed this research. It can be concluded that the Brand Image has
a strong influence on Consumer Buying Decision on Kahang Jaya Bakery.
Keywords: Brand Image, Buying Decision.