The Influence of Brand Image on Purchasing Decision Making at UD Serlin Gido District Nias Regency
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Abstract
This study investigates the influence of brand image on consumer purchasing decisions at UD. Serlin, a trading company in Gido District, Nias Regency, Indonesia. The research was driven by the increasingly intense competition in the trading sector, which requires businesses to establish a strong brand image to maintain customer loyalty. A quantitative associative method was applied with a population of 175 consumers, from which a sample of 35 respondents (20%) was selected. Data were collected using a Likert-scale questionnaire and analyzed through validity and reliability tests, normality and heteroskedasticity tests, simple linear regression, t-test, and the coefficient of determination (R²) using SPSS 24. The findings revealed that all instruments were valid and reliable, the data were normally distributed, and no heteroskedasticity issues were detected, ensuring the regression model was feasible. The t-test yielded a significance value of 0.000 (<0.05), indicating that brand image significantly influences purchasing decisions. The coefficient of determination (R²) of 0.701 suggests that brand image explains 70.1% of purchasing decision variance, with the remaining 29.9% influenced by other factors. The study concludes that strengthening brand image is crucial for enhancing purchasing decisions. Companies should improve service quality and reinforce brand identity to sustain competitiveness.
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How to Cite
Halawa, F., Laia, O., Harefa, I., & Bate'e, M. M. (2025). The Influence of Brand Image on Purchasing Decision Making at UD Serlin Gido District Nias Regency. ProBisnis : Jurnal Manajemen, 16(5), 1386–1392. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1165
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Arsawan, I. W. E., Kariati, N. M., Shchokina, Y., Prayustika, P. A., Rustiarini, N. W., & Koval, V. (2022). INVIGORATING-EMPLOYEES-INNOVATIVE-WORK-BEHAVIOR-EXPLORING-THE-SEQUENTIAL-MEDIATING-ROLE-OF-ORGANIZATIONAL-COMMITMENT-AND-KNOWLEDGE-SHARING_2022_Vilnius-Gediminas-Technical-University.pdf. 23(1), 117–130.
Budaya, K., Pengembangan, D., & Daya, S. (2024). Program Magister Manajemen Administrasi Rumah Sakit, ARS University. Jurnal Jagaddhita: Pendidikan, Humaniora, Linguistik Dan Sosial, 22–28.
Easton, C., & Steyn, R. (2023). Millennial leaders and leadership styles displayed in the workplace. South African Journal of Business Management, 54(1), 1–10. https://doi.org/10.4102/sajbm.v54i1.3139
Eneis, J. R., Lucia, A. F. S., & Alberto, H. T. Y. (2022). Competitiveness and productivity of the Colombian economy by means of competitive routes and clusters. WSEAS Transactions on Business and Economics, 19, 1584–1599. https://doi.org/10.37394/23207.2022.19.143
Girardi, G., & Rubim Sarate, J. A. (2023). Is it possible to identify transformational leadership in a financial institution? Revista de Gestao, 30(2), 133–146. https://doi.org/10.1108/REGE-12-2020-0141
Halawa, F., Anggraini, E. N., Yulianti, P., Airlangga, U., & Timur, J. (2023). THE ANTECEDENTS AND CONSEQUENCES OF WORK ENGAGEMENT ON TEACHER: A SYSTEMATIC LITERATURE REVIEW. Maker: Jurnal Manajemen, 9(1), 27–38.
Halawa, F., Sridadi, A. R., Hardiana, Y., Sundari, A., Zain, I. A. S., & Ramadhan, M. N. (2023). The Importance of Innovative Work Behavior in Era Industrial Revolution 4.0. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 13(1), 38. https://doi.org/10.30588/jmp.v13i1.1493
Hamza, K. A., Alshaabani, A., Salameh, N., & Rudnak, I. (2022). Impact of transformational leadership on employees’ reactions to change and mediating role of organizational trust: Evidence from service companies in Hungary. Problems and Perspectives in Management, 20(2), 522–535. https://doi.org/10.21511/ppm.20(2).2022.43
Harefa, M., Waruwu, E., Mendrofa, Y., & Hulu, P. F. (2024). Analisis Model Pengawasan Badan Permusyawaratan Desa Terhadap Program Dana Desa (Studi Kasus di Desa Sisobahili Kecamatan Namohalu Esiwa). Management Perspective: Jurnal Penelitian Manajemen, 1(2), 82–90. https://doi.org/10.62138/management.v1i2.48
Mahazan, J. O. O. dan M. (2024). Strategi Manajemen dalam Pengelolaan Sumber Daya Manusia Pasca Pandemi Covid-19: Literature Review Manajemen Sumber Daya Manusia. Journal of Business Technology and Economics, 1(2), 50–59. https://journal.pipuswina.com/index.php/jbte/about
Ndruru, Y., Halawa, F., Laia, A., & Laia, H. (2025). Pengaruh Gaya Kepemimpinan Transformasional Terhadap Kinerja Karyawan. KETIK : Jurnal Informatika Publisher : Faatuatua Media Karya, 02(06), 8–14.
Pant, N., Aasuri, N., Shaikh, M. A., & Access, O. (2024). Cardiovascular Health in Young Adults. Archives of Medical Reports, 1(1), 14–20.
Prabhu, H. M., & Srivastava, A. K. (2023). CEO Transformational Leadership, Supply Chain Agility and Firm Performance: A TISM Modeling among SMEs. Global Journal of Flexible Systems Management, 24(1), 51–65. https://doi.org/10.1007/s40171-022-00323-y
Rohman, F., Noermijati, N., Mugiono, M., & Soelton, M. (2023). The role of quality assurance in improving the distribution of organizational performance. Uncertain Supply Chain Management, 11(1), 237–248. https://doi.org/10.5267/j.uscm.2022.10.003
Salman, S. M., Hamed, S. A., & Faisal, M. Z. (2023). LEADERSHIP AND INTERNAL COMMUNICATION STRATEGIES IN PUBLIC ORGANIZATIONS : ANALYTICAL RESEARCH Article history : Keywords : Internal Communication ; Public Organizations ; Charismatic Leadership ; Transformational Leadership ; Salman , S . M ., Hamed , S. International Journal Of Profesional Business Review, 8(4), 1–14.
Sapu, G. R., John E.H.J. FoEh, & Henny A. Manafe. (2023). Pengaruh Gaya Kepemimpinan, Motivasi dan Lingkungan Kerja terhadap Kinerja Pegawai Dengan Disiplin Kerja sebagai Variabel Intervening. Jurnal Humaniora, Ekonomi Syariah Dan Muamalah, 1(3), 141–155. https://doi.org/10.38035/jhesm.v1i3.78
Sari, A. T. T. (2025). Faktor-Faktor yang Mempengaruhi Strategi Peningkatan Kinerja Perusahaan: Analisis Inovasi Produk, Pemasaran Digital dan Sumber Daya Manusia (Literature Review Manajemen Strategik). Jurnal Greenation Ilmu Teknik, 3(2), 48–57. https://doi.org/10.38035/jgit.v3i2.302
Sobari, M., & Tussoleha Rony, Z. (2025). Sistem Rekrutmen, Seleksi, Kompetensi dan Pelatihan Dalam Manajemen Sumber Daya Manusia untuk Mencapai Keunggulan Kompetitif (Systemic Literature Review). Jurnal Manajemen Dan Pemasaran Digital, 3(1), 10–20. https://doi.org/10.38035/jmpd.v3i1.288
Stark, J., Reif, J. A. M., & Schiebler, T. (2022). What leaders tell and employees hear – an intention-perception model of storytelling in leadership. Organization Management Journal, 19(2), 72–83. https://doi.org/10.1108/OMJ-02-2021-1156
Stollberger, J., Ali Al-Atwi, A., & De Cremer, D. (2023). Untangling the team social capital–team innovation link: The role of proportional task conflict as well as group- and differentiated individual-focused transformational leadership. Human Relations, 76(6), 871–900. https://doi.org/10.1177/00187267221080995