Pengaruh Brand Image, dan Online Customer Review terhadap Keputusan Pembelian (pada Konsumen Mie Gacoan Medan)

Abstract

This research has a background related to the phenomenon of Mie Gacoan products which have recently been busy on social media as a fast food spicy food trend that is in demand by the public amid increasing competition in the fast food restaurant food industry which serves spicy noodles as the main menu. This study aims to determine the effect of brand image on purchasing decisions, to determine the effect of online customer reviews on purchasing decisions, and to determine the effect of brand image and online customer reviews on purchasing decisions. The research method used in this study is a quantitative type with an associative approach. The population used in this study were consumers of Gacoan noodles in the city of Medan. This study used 100 respondents as a sample using purposive sampling as the sampling technique. The results of this study indicate that the brand image (X1) has a significant effect on purchasing decisions. Meanwhile product quality (X2) also has a significant effect on purchasing decisions. Brand image and online customer review together (simultaneously) on purchasing decisions. The determination test shows that the correlation coefficient (R) is 0.486, which means that each variable, namely brand image (X1) and online customer review (X2), is related to the purchasing decision (Y) of 48.6%. The R Square value or the coefficient of determination indicates that 22% of the purchasing decision variable can be explained by brand image and online customer review, while the remaining 78% is influenced by other variables not included in this study