Dewi Larasati Sinaga, Abed Nego Siregar, Fitry Ulinda Tinambunan, Sarah Lylia Saragi, Veranita Sitio, Yefoni Banjarnahor

THE INFLUENCE OF BRAND IMAGE ON THE PURCHASE DECISION OF MOMOYO PRODUCTS BY STUDENTS OF THE FACULTY OF ECONOMICS AT UNIMED

Introduction

The influence of brand image on the purchase decision of momoyo products by students of the faculty of economics at unimed. Explore how brand image impacts Momoyo product purchase decisions among Faculty of Economics students at UNIMED. This quantitative study reveals a significant positive influence.

Abstract

This study aims to analyze the influence of brand image on purchasing decisions of Momoyo products among students of the Faculty of Economics, State University of Medan (UNIMED). Using quantitative methods and descriptive approaches, data were collected through online questionnaires from 32 randomly selected respondents. Validity, reliability, normality tests, and simple linear regression analysis were used to analyze the data. The results showed that brand image has a positive and significant influence on purchasing decisions, with a regression equation of . The regression coefficient of 1.145 indicates that every one unit increase in brand image increases purchasing decisions by 1.145 units. The Cronbach's Alpha value of 0.935 indicates excellent instrument reliability, while the normality test with a significance value of 0.200 ensures that the residuals are normally distributed.

Review

This study tackles a pertinent topic in consumer behavior, examining the influence of brand image on purchasing decisions, specifically focusing on Momoyo products among economics students at UNIMED. The research aims to contribute to understanding how brand perception translates into consumer action within a specific demographic. The use of a quantitative, descriptive approach with clear objectives provides a structured framework for investigating this relationship, which is a common and important area of inquiry in marketing and consumer psychology. The methodology utilizes standard quantitative techniques, including online questionnaires for data collection and applying validity, reliability, normality tests, and simple linear regression for analysis. The reported high Cronbach's Alpha (0.935) suggests excellent internal consistency of the measurement instrument, and the normality test confirms the suitability for parametric analysis within the given data. The core finding indicates a positive and significant influence of brand image on purchasing decisions, aligning with general marketing principles. However, a major concern arises from the extremely small sample size of only 32 randomly selected respondents. This significantly limits the statistical power and the generalizability of the findings, making it difficult to confidently extrapolate the results to the broader population of students or even to the entire Faculty of Economics. While the study offers initial insights into the relationship between brand image and purchase decisions for Momoyo products, its practical and theoretical implications are severely constrained by the limited sample size. The finding of a positive and significant influence, while theoretically sound, lacks the robustness required for definitive conclusions. Future research should prioritize a substantially larger and more representative sample to validate these findings and enhance their generalizability. Further avenues could include exploring other influencing factors, conducting comparative studies across different universities or product categories, or incorporating qualitative methods to gain a deeper understanding of the underlying consumer perceptions. As presented, this study serves more as a preliminary investigation rather than a conclusive academic contribution.

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