The effect of brand image on purchase decision at PT Mestika Makmur Persada Jaya, Medan

Khonadi, Winston (2019) The effect of brand image on purchase decision at PT Mestika Makmur Persada Jaya, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this research is to reveal whether there is any effect between brand image and purchase decision at PT. Mestika Makmur Persada Jaya. Furthermore, this research will also help the other researchers to know and get more knowledge about this field. Brand image refers to the way that the customers actually perceive the brand. Company is maintaining good image in the mind of the customers. The company is gaining customers and retaining customers which makes purchase decision is important. This research is using a quantitative as the research design and IBM SPSS Statistics 22 application. The sample size is 58 respondents through census sampling technique. Data analysis methods used in this research include descriptive statistics, validity test, reliability test, normality test, coefficient of correlation, coefficient of determination, linear regression analysis and Z-Test. The result of the research based on Z test, it can be known that Ztest (4.8138) > Ztable (1.96). So, the conclusion of this research is that there is effect between brand image and purchase decision at PT. Mestika Makmur Persada Jaya. There is a strong and positive relationship brand image and purchase decision at PT. Mestika Makmur Persada Jaya. In this research, the company is recommended to enhance the brand image by improve their marketing strategy to make the product become well-known and the pricing strategy to have competitive price.

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