Published: 2025-10-01

Pengaruh Peningkatan Citra Merk Terhadap Keputusan Pembelian Roti Mantap Bakery Jember

DOI: 10.35870/jemsi.v11i5.4492

Muhammad Kalam Mustajab, Amin Silalahi, Hanif Hadinata Utama
  • Muhammad Kalam Mustajab: Universitas PGRI ARGOPURO Jember
  • Amin Silalahi: Universitas PGRI ARGOPURO Jember
  • Hanif Hadinata Utama: Universitas PGRI ARGOPURO Jember
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Abstract

Tight competition in the Jember Regency bakery industry, especially in terms of product brand image which is one of the consumer considerations in purchasing decisions, as well as the gap in previous research results regarding the influence of product brand image on purchasing decisions. This study generally aims to analyze the influence of product brand image on purchasing decisions on Mantab Bakery Jember bread, with the specific aim of identifying elements of product brand image that influence consumer purchasing decisions and measuring how much influence they have on purchasing decisions. The research method used is a quantitative approach with data collection techniques through questionnaires distributed to consumers of Mantab Bakery Jember Bread, using instrument test analysis tools (validity test and reliability test), classical assumption test, simple linear regression test, and hypothesis test. Sampling using simple random sampling technique with a sample size of 90 respondents. The results of this study indicate that the partial hypothesis test (t) on the Brand Image variable (X) has a sig value of 0.000 < 0.05 and a calculated t value of 3.042 > t table 0.2072, so H1 is accepted, which can be interpreted that the Brand Image variable has a positive and significant partial effect on the Purchase Decision of Roti Mantap Bakery Jember.

Keywords

Brand Image; Purchase Decision; Increase Sales

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How to Cite

Mustajab, M. K., Silalahi, A., & Utama, H. H. (2025). Pengaruh Peningkatan Citra Merk Terhadap Keputusan Pembelian Roti Mantap Bakery Jember. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(5), 3222-3235. https://doi.org/10.35870/jemsi.v11i5.4492
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 5 (2025)

  • Section: Articles

  • Published: 2025-10-01

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Author Biographies
Muhammad Kalam Mustajab, Universitas PGRI ARGOPURO Jember
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas PGRI ARGOPURO Jember, Jl. Jawa No. 10, Tegal Boto Lor, Sumbersari, Kec. Sumbersari, Kabupaten Jember, Jawa Timur.

Amin Silalahi, Universitas PGRI ARGOPURO Jember
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas PGRI ARGOPURO Jember, Jl. Jawa No. 10, Tegal Boto Lor, Sumbersari, Kec. Sumbersari, Kabupaten Jember, Jawa Timur.

Hanif Hadinata Utama, Universitas PGRI ARGOPURO Jember
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas PGRI ARGOPURO Jember, Jl. Jawa No. 10, Tegal Boto Lor, Sumbersari, Kec. Sumbersari, Kabupaten Jember, Jawa Timur.

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