PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI PADA APOTEK KHARITAS BHAKTI DI PONTIANAK

Abstract

Brand Images is a crucial parts of importance for a company to define their product and service as it gives perception for people to understand and accept the existence of the brand itself. The purpose of this study was to determine the influence of brand image and its components on consumer buying decision. The method used for research is a descriptive research method of collecting data through observation, questionnaires, interviews and documentary studies. Sample taking technique used in the research was purposive sampling, with criterion that is, the end consumer that had buy product or using service more than once a month. The formula to determine the sample for research by using slovin formula where it gives a result of 100 respondents sample. Data analysis in the research was using double linear regression with the help of SPSS version 17.00 as the data analyzing tool The research are based on the components of brand image which is consists of product aspect, service quality, and relative price. Data and information obtained were analyzed using percentage calculations, only then the conclusion can be drawn.The results obtained from this research indicate that there is a significant influence of brand image on consumer buying decision and each components of brand image had an influence too on consumer buying decision.