The Effect of Brand Image on Frozen Food Purchase Decisions With Purchase Intention as an Intervening Variable Among Consumers of PT Madusari Nusaperdana in Medan
Keywords:
Brand Image, Buying Interest, Purchase Decision, Frozen FoodAbstract
This study aims to analyze the influence of brand image on the purchase decision of frozen food products with buying interest as an intervening variable in PT Madusari Nusaperdana consumers in Medan City. The research approach used is quantitative with a survey method. Data was collected through the distribution of questionnaires to respondents who were consumers of PT Madusari Nusaperdana. The data analysis techniques used were regression analysis and mediation tests to determine the direct and indirect influence between variables. The results of the study show that brand image has a positive and significant effect on buying interest, as well as a positive and significant effect on purchase decisions. In addition, buying interest also has a positive and significant effect on purchase decisions. The results of the mediation test proved that buying interest was able to mediate the influence of brand image on the purchase decision of frozen food products for consumers of PT Madusari Nusaperdana in Medan City. These findings indicate that strengthening a good brand image will increase consumer buying interest and ultimately drive purchasing decisions. Therefore, companies are advised to continue to build brand image through improving product quality, consistent marketing communication, and understanding of consumer needs.
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