Pengaruh Brand Image dan Costomer Relationship Manajemen terhadap Keputusan Pembelian Minyakita di Masyarakat Kota Medan Belawan

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image dan Customer Relationship Management terhadap Keputusan Pembelian produk Minyakita pada masyarakat Kota Medan Belawan. Sampel dalam penelitian ini menggunakan purposive sampling yang terdiri dari 75 responden masyarakat Kota Medan Belawan yang telah menggunakan produk Minyakita. Teknik analisis data yang digunakan adalah analisis deskriptif dan regresi linear berganda. Metode pengumpulan data melalui kuesioner dan studi dokumentasi. Hasil penelitian menunjukkan bahwa secara simultan Brand Image dan Customer Relationship Management berpengaruh signifikan terhadap Keputusan Pembelian dengan nilai F hitung sebesar 99,386 > F tabel 3,124 dan nilai signifikansi 0,000 < 0,05. Uji parsial menunjukkan bahwa Brand Image (t hitung = 5.018 > t tabel 1,666) dan Customer Relationship Management (t hitung = 8.621 > t tabel 1,666) secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Nilai Adjusted R Square yang didapat dari hasil pengujian Koefisien Determinasi (R²) sebesar 0,727 berarti 72,7% variasi Keputusan Pembelian dapat dijelaskan oleh Brand Image dan Customer Relationship Management, sedangkan sisanya 27,3% dapat dijelaskan oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini. This study aims to determine the influence of Brand Image and Customer Relationship Management on Purchase Decisions of Minyakita products in the Medan Belawan City community. The sample in this study used purposive sampling consisting of 75 respondents from the Medan Belawan City community who have used Minyakita products. The data analysis techniques used were descriptive analysis and multiple linear regression. Data collection methods were conducted through questionnaires and documentation studies. The research results show that simultaneously Brand Image and Customer Relationship Management have a significant effect on Purchase Decisions with an F calculated value of 99.386 > F table 3.124 and a significance value of 0.000 < 0.05. The partial test shows that Brand Image (t calculated = 5.018 > t table 1.666) and Customer Relationship Management (t calculated = 8.621 > t table 1.666) partially have a positive and significant effect on Purchase Decisions. The Adjusted R Square value obtained from the Coefficient of Determination (R²) test is 0.727, meaning that 72.7% of the variation in Purchase Decisions can be explained by Brand Image and Customer Relationship Management, while the remaining 27.3% can be explained by other factors not examined in this study.