PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI PADA PRODUK INDOMIE DI KABUPATEN BLORA

Oktaviani, Putri Dwi (2026) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI PADA PRODUK INDOMIE DI KABUPATEN BLORA. Skripsi thesis, Universitas BPD.

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Abstract

The increasingly tight competition in the instant noodle industry in Indonesia requires brands like Indomie to maintain their brand image and consumer purchasing interest to remain competitive. This study aims to analyze the influence of brand image on purchasing decisions with purchasing interest as a mediating variable on Indomie products in Blora Regency. This study uses a causal explanatory quantitative approach with a purposive sampling technique on 96 respondents who purchased and consumed Indomie at least twice in the past month. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method using SmartPLS version 4. The results showed that brand image had a positive and significant effect on purchasing decisions, brand image had a positive and significant effect on purchasing interest, and purchasing interest had a positive and significant effect on purchasing decisions. In addition, purchasing interest was proven to be able to mediate the influence of brand image on purchasing decisions of Indomie consumers in Blora Regency.

Item Type:	Thesis (Skripsi)
Additional Information:	Persaingan industri mi instan di Indonesia yang semakin ketat menuntut merek seperti Indomie untuk mempertahankan citra merek dan minat beli konsumen agar tetap kompetitif. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek terhadap keputusan pembelian dengan minat beli sebagai variabel mediasi pada produk Indomie di Kabupaten Blora. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori kausal dengan teknik purposive sampling terhadap 96 responden yang membeli dan mengonsumsi Indomie minimal dua kali dalam sebulan terakhir. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan metode Partial Least Squares (PLS) menggunakan SmartPLS versi 4. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek berpengaruh positif dan signifikan terhadap minat beli, serta minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, minat beli terbukti mampu memediasi pengaruh citra merek terhadap keputusan pembelian konsumen Indomie di Kabupaten Blora.
Uncontrolled Keywords:	Citra Merek;Minat Beli;Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	16 Mar 2026 04:48
Last Modified:	16 Mar 2026 04:48
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3082

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