The Effect of Brand Images and Brand Preferences on Decision to Buy Collection Power School Equipment Products

Abstract

This study aims to examine the influence of brand image and brand preferences of the decision to buy a school uniform products Power Collection. Researchers propose a conceptual framework for influencing the brand image buying decision. Further connecting the brand image with the decision to purchase indirectly through the brand preference. Research conducted on 100 consumers as purposive sampling and empirical tests using path analysis supported the research hypothesis. The results showed a significant influence on independent variables on the dependent variable. While the nature of the brand image against the decision is stronger than the indirect effect. The immediate effect is greater than the indirect effect, indicating that a good brand image in the short term to improve buying decisions.

Keywords: brand image, brand preferences, purchase decision, Path Analysis