ANALISIS PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS COFFEE DUTAMALL BANJARMASIN

Abstract

The purpose of this study is to identify the Impact of Brand Image consisting of (Corporate Image, User Image, and Product Image) simultaneously, Partially, and dominantly in Buying Decision on Starbucks Coffee Dutamall Banjarmasin. This research is a quantitative research with the number of population is 3.316 people. The population in this study was consumers who visited Starbucks Coffee Dutamall Banjarmasin. To determine the number of samples, this study uses Slovin method so that the number of sample obtained by 97 respondents, which will be selected by using incidental sampling technique. Data analysis in this research uses multiple linear regression method. The results shows that simultaneously variables of Corporate Image, User Image, and Product Image influence buying decision at Starcbucks Coffee Dutamall Banjarmasin, all the independent variables explain the changes to the buying decision at Starbucks Coffee Dutamall Banjarmasin with R Square value of 0,507 (50,7%), and 49,4% influenced by other variables not examined in this research. Partially independent variable (Corporate Image, User Image, and Product Image) have a positive effect on buying decision Starbucks Coffee Dutamall Banjarmasin, and, User Image has the most impact or dominant in Buying Decision on Starbucks Coffee Dutamall Banjarmasin.