THE INFLUENCE OF BRAND IMAGE TO CUSTOMER OF NON CIVIL SERVANT IN CHOOSING JATIM BANK OF BATU BRANCH

Abstract

This study aims to examine the influence of Brand Image on Customers Purchasing Decision at Jatim Bank of Batu branch. The regression analysis, F test and t test, were conducted in order to acknowledge the relationships among the independent variables (Corporate Image, User Image, and Product Image) on Customer’s Purchasing Decision. This study is explanatory research, in accordance with its purpose to describe the causal relationship among variables through hypothesis testing. The samples and popolationof this study were the customers of non Civil Servant Jatim Bank of Batu branch. In this study, the data collection method by distributing questitionaire. The sampling technique used is Purposive sampling and the research instruments were tested using the validity test, reliability test, and classical assumption test. The hypothesis testing used the F test and t test in Multiple Regression Analysis. The multiple regression analysis showed that significantly, Corporate Image, User Image, and Product Image had significant effect on Customer’s Purchasing Decision. The dominant test shows that User Image has dominant effect on customer’s purchasing decision.

Keywords: Brand Image, Corporate Image, User Image, Product Image, Customer’s Purchasing Decision.