PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW DI TEMBILAHAN

Abstract

Abstract              :  The Purpose of this research is to find out Whether Brand Image Influences Purchasing Decisions for MS Glow Products in Tembilahan. This research uses quantitative research methods while the data source uses primary data and secondary data. The population in this study were consumers using MS Glow products in Tembilahan, with a sample size of 50 respondents. The data collection technique was through questionnaires and data analysis in this study used a simple regression analysis method using the SPSS version 25 application. From the research results, the results of a simple linear regression test were obtained, namely Y = 3.020 + 0.482 X + e. The coefficient of determination value obtained is an adjusted R² value of 0.637. This means that 63.7% of the Purchasing Decision variable is influenced by the Brand Image (X) variable. The remaining 36.3% is influenced by other variables not included in this research variable. From the results of the t test or partial test, it is proven that the brand image variable (X) is a variable that partially influences the purchasing decision (Y) of Ms Glow products in Tembilahan