Abstract:
Based on these problems, this study aimed to determine the effect of brand
image to the increased sales of bakery PT Gelael INDOTIM Makassar. The
method used in this study is a survey research by using quantitative approach with
an explanatory purpose, which is to explain causal relationships and testing
hypotheses. Samples were consumers of PT Gelael INDOTIM Makassar with the
number of 50 people.
Analysis method used is multiple linear regression analysis and assisted
with SPSS version 22. To obtain comprehensive data then used a questionnaire
(the questionnaire) as the primary data source, observation as a secondary data
source. The results showed that simultaneously (together) brand image effect but
not significant increase in sales of bakery at Gelael INDOTIM PT Makassar.
Partial test showed that the variables of brand image and brand attitude influence
but not significant, while the variable purchase intentions do not exert significant
influence.