"Memikat Lidah, Memenangkan Hati: Citra Merek Bogor Permai Bakery & Restaurant dalam Pengambilan Keputusan Pembelian"

Abstract

The culinary industry will always be a highly demanded industry by humans because it is essential in daily life and can be a source of income. With the advancement of time, various brands and sales strategies have been formed in the culinary sector. The purpose of this research is to determine the level of purchase decisions regarding the brand image held by Bogor Permai Bakery & Restaurant. This research is of a quantitative nature. The analytical tools used in this study include validity and reliability analysis, classic assumption tests (normality and linearity), statistical methods (correlation coefficient analysis and determination coefficient analysis), hypothesis testing (simple regression analysis, T-test, and F-test). Based on the t-table distribution at 0.025; 107, it was found that the t-table value is 1.982. The calculated t-value for attribute X1 is 8.203 > 1.982, for benefit X2 is 8.188 > 1.982, and for overall evaluation X3 is 7.134 > 1.982. Thus, it can be concluded that the variable X (Brand Image) has a positive influence on the variable Y (Purchase Decision). The calculated F-value is 27.408 > F-table 2.69 with a significance level of 0.000 < 0.05, indicating that the brand image factors, including attributes, benefits, and overall evaluation, significantly influence the purchase decision at Bogor Permai Bakery & Restaurant. From this research, it can be inferred that 43.5% of the independent variable (Brand Image) can be explained by the dependent variable (Purchase Decision), while 56.5% is influenced by other variables not included in the study.