The influence of brand image on intention to buy Charles and Keith products among 18-25 years old women : Pengaruh citra merek terhadap intensi membeli produk Charles and Keith pada perempuan berusia 18-25 tahun

Shanly  Darma; Eka Danta Jaya Ginting

doi:10.32734/psikologia.v16i2.7736

Authors

Shanly Darma Universitas Sumatera Utara
Eka Danta Jaya Ginting Universitas Sumatera Utara

DOI:

https://doi.org/10.32734/psikologia.v16i2.7736

Keywords:

brand image, intention to buy, Charles&Keith, 18-25 years old woman

Abstract

This study examines the extent to which brand image can affect the purchase intentions of a product. Companies must build a positive brand image because the more positive a consumer's attitude towards a store or brand, the stronger the consumer's intention to buy. This study aims to determine the effect of brand image on the intention to buy Charles & Keith products in women aged 18-25 years in Medan involving 141 participants. The data collection method used is the accidental sampling technique. The research data were analyzed using a simple regression analysis method. The results showed that brand image had a positive effect on the intention to buy Charles and Keith products.

Penelitian ini menelaah sejauh mana citra merek dapat mempengaruhi intensi membeli pada suatu produk. Perusahaan harus membangun citra merek yang positif karena semakin positif sikap seorang konsumen akan suatu toko atau brand maka semakin kuat juga intensi membeli pada konsumen tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek terhadap intensi membeli produk Charles & Keith pada perempuan berusia 18-25 tahun di Medan dengan melibatkan 141 orang partisipan. Metode pengambilan data yang digunakan adalah teknik accidental sampling. Data penelitian dianalisa menggunakan metode analisa regresi sederhana. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif terhadap intensi membeli produk Charles and Keith.

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