Pengaruh Brand Image Dan Persepsi KonsumenTerhadap Keputusan Pembelian PadaToko BKPematangsiantar

Objective. The objectives of this research are: to identify a reflection of the brand image, consumer perceptions and purchasing decisions at the BK shop Pematangsiantar. To recognize the influence of brand image and consumer perceptions on purchasing decisions at the BK Pematangsiantar store.Research Method.There is also this research using library research design (library research) and field research (field research). Then create a method of collecting information using interview procedures, documentation procedures and questionnaire procedures. The information obtained is the type of qualitative information as well as quantitative information. The results of the information obtained from the field will beanalyzed descriptively either qualitatively or quantitatively.Results.The results of this research can be concluded as follows: 1. brand image, consumer perceptions and purchasing decisions at BK stores are good. 2. The results of regression analysis Ŷ = 18.229 + 0.383X1 + 0.362X2 means that there is a positive and significant influence between brand image and consumer perceptions of purchasing decisions at BK Pematangsiantar store. 3. The results of the correlation analysis obtained the value of R = 0.722, which means that there is a very strong bond between the brand image and consumer assumptions with purchasing decisions at the BK shop Pematangsiantar.Conclusion.From the coefficient of determination reported the size of the purchase decision at the BK Pematangsiantar store, 52.1% can be explained by the brand image and consumer assumptions, on the other hand, the remaining 47.9% is explained by other aspects not examined in this research. 4. The results of the hypothesis H0 are rejected, meaning thatthe brand image and consumer assumptions have a positive and significant impact on purchasing decisions at the BK shop Pematangsiantar either simultaneously or partially.