Pengaruh Brand Image terhadap Keputusan Pembelian brand Whitelab

Abstract

This study aims to see the influence of brand image on the purchasing decision of Whitelab skincare brand in Kota Medan. Brand Image is a perception that is in the eyes of consumers when they first hear or see a brand. The subjects in this study were 323 people with characteristics of women aged 15-24 years who live in Kota Medan and know the Whitelab brand. The method used in this study is quantitative method. The data collection method uses a likert scale, which is a brand image scale and a purchase decision scale. The data analysis method uses a simple regression analysis method. The results of this study show that there is an influence of brand image on the purchasing decision of the Whitelab brand in Kota Medan by 9.3%. This shows that the more positive the brand image of brand Whitelab in the eyes of consumers, the stronger a person's desire to buy the Whitelab brand will be.