Analisis Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Sunscreen Azarine Di Bengkalis (Studi Kasus Pada Masyarakat Kecamatan Bengkalis)

This study aims to analyze the influence of Brand image on purchasing decisions for Azarine Sunscreen products in Bengkalis. This type of research is quantitative associative. The research sample consisted of 100 respondents who were members of the Bengkalis District community who had used the product. The sampling technique used nonprobability sampling with a snowball sampling approach. Data were obtained through questionnaires and analyzed using simple linear regression. The results showed that Brand image has a positive and significant influence on purchasing decisions. This is evidenced by the regression coefficient value of 0.838 with the regression equation Y = 3.904 + 0.838X. The correlation coefficient value of 0.838 and the determination coefficient value (R²) of 70.2% indicate that Brand image plays a role in influencing purchasing decisions. The t-test shows a t-count value of 15.200> t-table 1.984 with a significance of 0.00 <0.05, so H₀ is rejected and Hₐ is accepted. Thus, it can be concluded that Brand image has a positive and significant influence on purchasing decisions for Azarine Sunscreen products among the people of Bengkalis sub-district.