THE INFLUENCE OF BRAND IMAGE AND CONSUMER ATTITUDES ON BATIK BUNGO PURCHASE DECISIONS WITH PURCHASE INTEREST AS MEDIATION

M, Ariyanto and Istianingsih, Nanik and Susriyanti, Susriyanti and Bakar, Abu and Asra'i, Maros and Poiran, Poiran (2023) THE INFLUENCE OF BRAND IMAGE AND CONSUMER ATTITUDES ON BATIK BUNGO PURCHASE DECISIONS WITH PURCHASE INTEREST AS MEDIATION. Jilin Daxue Xuebao (Gongxueban)/ Journal of Jilin University, 42 (10). ISSN 1671-5497

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Abstract

The purpose of this study is to determine the influence of brand image and consumer attitudes. to direct and indirect batik purchase decisions mediated by buying interest in Bungo Batik consumers. The population in this study is batik consumers in Bungo. The number of samples used in this study was 116 people using the accidental sampling method with a non-probability sampling approach. Data collection method using questionnaires. Data analysis using regression analysis and path analysis. The results of this study show that brand image has a positive and significant effect directly on purchasing decisions, but consumer attitudes do not have a direct significant effect on purchasing decisions. Brand image and consumer attitudes have a positive and significant indirect influence on purchasing decisions through buying interest in Bungo batik consumers. The conclusion of this study is that it is proven that buying interest can mediate the influence of brand image and consumer attitudes towards purchasing decisions Keywords: Brand Image, Purchase Decisions, Purchase Interest

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