SMALL BUT MIGHTY: MEMBANGUN CITRA MEREK USAHA LOKAL UNTUK MEMENGARUHI KEPUTUSAN PEMBELIAN
DOI:
https://doi.org/10.23969/oikos.v10i2.54112Keywords:
brand image, purchasing decisions, consumer behavior, SMEs, marketing strategiesAbstract
This study was motivated by the unstable state of consumer purchasing decisions regarding Teh MUR products, despite efforts to build brand image. The study aims to analyze the influence of brand image on consumer purchasing decisions. The research method employed was a quantitative approach using accidental sampling, in which data were collected via a Google Forms-based questionnaire distributed to consumers. Data analysis was conducted using descriptive analysis and simple linear regression. The results indicate that brand image has a positive influence on purchasing decisions. This study contributes to reinforcing the role of brand image as a key factor in enhancing purchasing decisions among SMEs, particularly in Pekanbaru.
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