Pengaruh Citra Merek Terhadap Keputusan Pembelian Konsumen Handphone Samsung Di Experience Store Pekanbaru

This study aims to determine the effect of brand image on consumer purchasing decisions for Samsung mobile phones at the Pekanbaru experience store. The type of research used is associative research type. The research method used is a quantitative method, and the sampling technique in this study is the incidental sampling technique. Data obtained through observation, questionnaires, and interviews. This researcher uses 101 respondents and the data analysis method used is validity test, reliability test, simple linear regression analysis, hypothetical test through t test and coefficient of determination (r2). The software used is the spss 22 version to process data that meets the validity and reliability tests, and the regression equation Y = 13,542 + 0,292X is obtained. The results of the analysis obtained that the variable X based on data processing and the total score was in the very good category with a total of 3,851, meaning that brand image has a very strong influence on purchasing decisions, while variable Y based on data processing and the total score obtained a score of 2,468 and is also in the good category. Where the results of the t test hypothesis testing indicate that the brand image variable has a positive and significant effect on purchasing decisions. The coefficient of determination (r2) is 0.172 or 17.2%. This means that the brand image variable influences purchasing decisions on Samsung mobile consumers at the Pekanbaru experience store by 17.2% and 12% is influenced by other variables not taken in this study