PENGARUH CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TELUR ASIN DI UMKM MARDLOTILLAH SALTY EGGS LAMONGAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING
Abstract
This study aims to determine and explain the effect of brand
image on purchasing decisions for salty eggs in MSME Mardlotillah salty
eggs in Lamongan with buying interest as an intervening variable. The
research method used was quantitative with a sample of 110
respondents who bought salty eggs in Mardlotillah salty eggs in
Lamongan. Collecting data using a questionnaire distributed to
respondents. The data analysis technique used is path analysis with the
help of the SPSS application. The results showed (1) There was a positive
and significant influence of brand image on purchasing decisions for
MSME Mardlotillah salty eggs in Lamongan with an influence value of
0,097 and a significance value of 0,007. (2) There is a positive and si
gnificant influence of brand image on buying interest in MSME
Mardlotillah salty eggs in Lamongan with an influence value of 0,257
and a significance value of 0,007. (3) There is a positive and significant
influence of buying interest on purchasing decisions for MSME
Mardlotillah salty eggs in Lamongan with an influence value of 0,906
and a significance value of 0,000. (4) There is a positive and significant
influence of brand image on purchasing decisions for MSME Mardlotillah
salty eggs in Lamongan with buying interest as an intervening variable
influence value of 0,232.
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