ANALISIS BRAND IMAGE TERHADAP PENINGKATAN PENJUALAN BAKERY PADA PT GELAEL INDOTIM DI MAKASSAR

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.