The Influence Of Brand Image And Positioning On Asera's Consumer Purchasing Decisions In Palopo

Abstract

Fierce competition in the retail world makes brand image and positioning a crucial factor that influences consumer purchasing decisions. Therefore, companies flocked to give a good impression and image to their companies, including PT Asera Tirta Posidonia. Brand image can be interpreted as the perception that consumers have of a brand or product in general.  Positioning is an important factor because Positioning involves positioning the product to get a good position in the minds of consumers.  Therefore, this study aims to determine how much influence brand image and positioning have on Asera's consumer purchasing decisions in Palopo. This research is a quantitative research conducted in Palopo city. The sample in this study was consumers of asera drinking water products totaling 70 people. The sampling method is by using incidental sampling. Data collection was carried out through interviews, observation and questionnaire dissemination. The analysis technique used is multiple linear regression analysis with the help of SPSS. The results showed that brand image   and positioning simultaneously had a significant and positive effect on Asera Di Palopo's consumer purchasing decisions. Partially, brand image has a significant and positive effect on the purchasing decisions of Asera consumers in Palopo city while positioning does not have a significant and negative effect on Asera's purchasing decision in Palopo city.