Weni Anggraini
ABSTRACT
THE INFLUENCE OF BRAND IMAGE TOWARD PURCHASING DECISION ON BATURAJA PORTLAND CEMENT’S PRODUCT
IN BANDAR LAMPUNG
By Weni Anggraini
Baturaja Portland Cement is a State Owned Enterprises (BUMN), which operate in cement industry in Southern Sumatra region. It is one of the largest cement producer in Indonesia. Baturaja Portland Cement produce cement for type I, which has a specific market area in South Sumatra, Lampung, Jambi, Bengkulu, a parts of Banten and Bangka. The main problem of Baturaja Portland Cement are the sales goals in the second semester of 2010 and the first semester of 2011, particularly in the Bandar Lampung area. The PCC type’s (Portland Composite Cement) is under target sales in the January until May 2011is declining. This research is aimed to know detailly about the influence of brand image toward purchasing decision on Baturaja Portland
Cement in Bandar Lampung. The hypothesis uses in this research are the image of the company, the user and product image a positive influence on purchasing decisions toward Baturaja Portland Cement’s product in Bandar Lampung.
Sampling techniques is using purposive sampling method, with 100 respondents. The validity testing uses multiple linier regression analysis and reliability testing uses cronbach alpha formula. The result of testing validity and reliability are valid and reliable. The value of determination coefficient (R²) is 0.840. It means the brand image can influence purchasing decision is 84%, while the remaining 16%, it is influenced by another variable that out of this research. Value of F 2.929 greater than f table 2.696, it has significant value is 0.000 and 4.801 is it indicates this point is greater than t table 1.984, it has value is 0.000. it means the brand image has positive influence toward purchasing decision Baturaja Portland Cement product in Bandar Lampung. The company should uses two ways for improving in a whole parts, the first is price should be reduce in distributor level, so that the price will be was
attendful for customer. The second is the company should maintain of cement quality, so that the customer feels satisfy and they want to have continuity relationship of Baturaja Portland Cement product’s.
