THE INFLUENCE OF BRAND IMAGE, BRAND AWARENESS, AND BRAND LOYALTY ON CONSUMER PURCHASING DECISIONS AT PT KANSAI INDOWARNA BATAM

Abstract

This research aims to determine the influence of Brand Image, Brand Awareness, and Brand Loyalty on Purchase Decision of Smart Paint and Kansai Paint products at PT Kansai Indowarna Batam. The study employs a quantitative approach involving a sample of 100 respondents selected through probability sampling. Data collection was conducted using a questionnaire distributed via Google Form. Analysis was performed using the SPSS application, comprising data quality tests, classical assumption tests, influence tests, and hypothesis tests. The research method applied multiple linear regression analysis. The findings indicate that Brand Image (X1), Brand Awareness (X2), and Brand Loyalty (X3) individually and simultaneously have a positive and significant impact on Purchase Decision (Y) among consumers at PT Indowarna Batam. The results underscore that developing a positive brand image and enhancing brand awareness are critical strategies for fostering customer loyalty, ultimately influencing consistent purchase decisions.