Pengaruh Citra Merek, Loyalitas Merek Dan Budaya Terhadap Keputusan Pembelian Sarung BHS (Studi Kasus Pada Konsumen Toko Murah Jaya di kota Situbondo)

Abstract

Abstract

This study was conducted to determine the effect of brand image, brand loyalty and culture on the decision to buy sarongs in English (Study on Consumers at Murah Jaya Store). This study uses explanatory research and a quantitative approach. The sample in this study was 65 respondents who had bought BHS gloves more than once at the Murah Jaya store in Situbondo. To overcome the problem in this study used validity test, reliability test, normality test, multiple linear regression test, multicollinearity test, heteroscedasticity test, classical assumption test. This study uses multiple linear regression analysis with the help of the SPSS 20 program. The results of this study simultaneously variable Brand Image, Brand Loyalty and Culture have a positive and significant effect on the decision to purchase BHS gloves on the consumers of Murah Jaya store, the variable Brand Image has a positive and significant effect on the decision. Purchase of BHS gloves on consumers of Murah Jaya Stores, Brand Loyalty variable has a positive and significant effect on purchasing decisions of BHS gloves on consumers of Murah Jaya stores, and the Cultural variable has a positive and significant effect on purchasing decisions of BHS gloves on consumers of Murah Jaya stores.

 

Keywords: Purchase Decision, Brand Image, Brand Loyalty, Culture