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THE INFLUENCE OF BRAND IMAGE ON CANON PRINTER PURCHASE DECISIONS
(Bengkalis Community Case Study)
NAME : TIORIA YOKHEBET
STUDENT ID NUMBER : 5103181301
SUPERVISOR : BUSTAMI, S.ST., M.Si
Abstract
This research is a quantitative research which aims to determine the effect of brand image on purchasing decisions for Canon printers in Bengkalis society. The problem in this research is how the influence of brand image on purchasing decisions made by consumers. The subjects in this study were the Bengkalis Society who had bought a Canon Printer, consisting of 52 men and 48 women. The instrument used in this study was a questionnaire which was sourced from the variable operational development. The research instrument consisted of 100 respondents with a determination coefficient of 0.347. Thus, it can be concluded that brand image has a significant influence on purchasing decisions. This study produces a regression equation that is positive at Y
= 10.151 + 0.608X. The coefficient of determination shows the number 0.347, which means that brand image affects purchasing decisions by 34.7% and the rest is influenced by other factors. The results of the T test show that the t value of 7.219 is greater than the t table 1.984, which means that Ho is rejected and Ha is accepted. This states that the brand image variable affects purchasing decisions.
Keywords: Brand Image, Purchase Decision
