Pengaruh Citra Merek Terhadap Keputusan Pembelian Pada Marketplace Soodu.id (Studi Kasus Masyarakat Bengkalis)

This study examines the influence of brand image on purchasing decisions on the Soodu.id marketplace, using a case study of the Bengkalis community. The purpose of the study is to analyze the extent to which brand image influences consumer purchasing interest and to identify the dominant factors that shape brand perception. The method used is quantitative, through the distribution of questionnaires to 100 respondents who have purchased products on Soodu.id. Brand image variables were measured based on five dimensions: brand identity (logo, name, design), brand personality (unique characteristics), brand associations (intrinsic values), brand attitude and behavior (interaction with consumers), and benefits and competence (product uniqueness and support for local SMEs). The results of the linear regression analysis indicate a positive and significant influence between brand image and purchase decisions (calculated t-value 9.381 > table t-value 1.984; sig. 0.000 < 0.05). The coefficient of determination (R²) of 0.473 indicates that 47.3% of purchasing decisions are influenced by brand image, while 52.7% are influenced by other external factors. The main finding is that the uniqueness of the product and Soodu.id's commitment to local SMEs are the primary drivers of purchase decisions. However, this study has limitations in terms of the limited sample size in Bengkalis and its focus on a single platform, so the findings may not apply to other regions or marketplaces. The practical implications of this study suggest that Soodu.id should enhance promotions based on local values and customer interaction to strengthen its brand image. SMEs also need to maintain consistency in product quality and service. For future research, it is recommended to expand the sample to other regions, include variables such as price or brand loyalty, and compare with similar marketplaces for a more holistic outcome.