Fitriani, Dian (2025) Pengaruh Brand Image (Citra Merek) Terhadap Keputusan Pembelian Pada Store Mr. DIY Dumai. Other thesis, Universitas Islam Riau.

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Abstract

In this study, the variables used are brand image (x) and purchasing decision (y). The purpose of this research is to analyze the effect of brand image on purchasing decisions at the Mr. DIY store in Dumai. This research uses a descriptive type of study and a quantitative method. The sampling technique used is accidental sampling, involving 100 respondents who meet certain criteria. The data utilized in this study is primary data collected through questionnaires, observation, and documentation. The data analysis used in this research is simple regression analysis with the aid of SPSS 25. The results show that the brand image variable has a positive effect on purchasing decisions at the Mr. DIY store in Dumai. This study contributes to retail marketing literature by highlighting the importance of brand image in influencing purchasing decisions at the Mr. DIY store in Dumai. The recommendation for Mr. DIY Dumai is to continue strengthening its brand image through product quality, affordable prices, and product- product displays with aesthetic appeal.

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