The Influence of Brand Image on Purchase Decisions Through Customer Loyalty as a Mediating Variable

Dinna Amellia; Reza Rahmadi Hasibuan; Shella Rizqi Amelia

doi:10.63922/ijebir.v5i03.3634

Dinna Amellia Management Student, Perwira Purbalingga University, Indonesia
Reza Rahmadi Hasibuan Management, Perwira Purbalingga University, Indonesia https://orcid.org/0000-0001-7083-1422
Shella Rizqi Amelia Accounting, Perwira Purbalingga University, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i03.3634

Keywords: Brand Image, Customer Loyalty, Purchase Decision

Abstract

This study aims to analyze the influence of Brand Image on Purchase Decisions through Customer Loyalty as a mediating variable among customers of Starlume Cakra Baja Building Store. This research is motivated by the importance of building brand image and customer loyalty in improving purchase decisions amid the increasing competition in the building materials retail industry. The study employed a quantitative approach using a survey method involving 150 respondents who were customers of Starlume Cakra Baja Building Store. The sampling technique used was purposive sampling, while data analysis was conducted using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the assistance of SmartPLS 4. The results showed that Brand Image has a positive and significant effect on Purchase Decisions and Customer Loyalty. Customer Loyalty was also proven to have a positive and significant effect on Purchase Decisions. Furthermore, Customer Loyalty was able to mediate the effect of Brand Image on Purchase Decisions positively and significantly. The findings indicate that Brand Image and Customer Loyalty play an important role in increasing customer Purchase Decisions. This study contributes to the development of consumer behavior studies, particularly regarding the relationship between Brand Image, Customer Loyalty, and Purchase Decisions in the building materials retail business.

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