PENGARUH BRAND IMAGE DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SEMEN DI PT. SINAR GEMILANG PERDANA MANDIRI MEDAN

Abstract

This research aims at determining the effect of brand image and consumer behavior on the purchase decision at PT. Sinar Gemilang Perdana Mandiri Medan. This is a quantitative descriptive research with 300 costumers as population and 171 respondens as sample of the research. The Slovin technique is used to determine a number of samples while random sampling technique is for distribution of the quistionnaires to respondens.  The Multiple linier regression is used to analyze the data collection which the formula shows that Y = 5,887 + 0,338 X₁ + 0,253 X₂+ e. The results shows that the value of t_count on variable brand image (X₁) of 7.171 with significance 0.000. Because 7.171> 1.65392 and 0.000 <0.05 then H₀ is rejected and H₁ is accepted. Partially, the brand image variable (X₁) has a significant effect on the purchase decision variable (Y) at PT. Sinar Gemilang Perdana Mandiri Medan. The value of t_count on consumer behavior variable (X₂) is 4.933 with significance 0.000. Because 4.933> 1.65392 and 0.000 <0.05 then H₀ is rejected and H₂ is accepted. Partially, consumer behavior variable (X₂) has a significant effect on purchase decision variable (Y) at PT.Sinar Gemilang Perdana Mandiri Medan. The value of F_count (66.040) is greater than F_table (3.05) and Sig. (0.000) is smaller than = 5% (0.05). This indicates that the research results reject H₀ and accept H₃ thus brand image (X₁) and consumer behavior (X₂) simultaneously have significant effect on purchase decision (Y) at PT.Sinar Gemilang Perdana Mandiri Medan. The result of determination coefficient test shows that 44% variation of purchase decision variable can be explained by variation of brand image variable and consumer behavior.