Silaen, Reonaldo (2021) Pengaruh Brand Image Terhadap Minat Beli Pada Indomaret Karya I Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study was conducted by the author aims to determine the effect of brand image on buying interest at Indomaret Karya 1 Pekanbaru. This study is to determine the dimensions of brand image that have the most influence on Purchase Interest. The brand image indicators used in this study are corporate image, company advantage, and user image, as well as indicators of buying interest used. in this study, namely transactional interest, referential interest, preferential interest, and exploratory interest. The type of research that the author uses is a descriptive survey research type. Sampling used the incidental sampling method for consumers/customers at Indomaret Karya 1 Pekanbaru. The data in this study were obtained through questionnaires and data analysis used, namely simple regression analysis with the SPSS v 18 application. In the validity test, the overall statement items were declared valid because the value of r count > r table (0,435). The reliability test is stated to be consistent and reliable because the variable Brand Image (X) is 0,638 > 0,60 and Purchase Interest (Y) is 0,614 > 0,60. The results of a simple regression obtained a value of Y = 34,925 + 1,113 X. Hypothesis Test Results the existence of the influence of the brand image variable (X) on the Buying Interest variable (Y) resulted in a large t-count from t-table 4,597> 1,920, and the coefficient of determination test obtained the independent variable (brand image) has a relationship with the dependent variable (purchase interest) 71,4%.

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