Brand Loyalty dan Pengaruhnya terhadap Keputusan Pembelian

Abstract. One of the famous culinary industry brands in
Pematangsiantar City is Toko Roti Ganda. The famous brand Of
Toko Roti Ganda makes many visitors who have an impact on
traffic jams. The phenomenon is due to the famous Toko Roti
Ganda in the community makes the brand a top priority of the
community compared to other brands for visitors who come. This
study aims to determine the effect of brand loyalty on purchasing
decisions at Toko Roti Ganda. This research was conducted on all
residents of Pematangsiantar City and Simalungun Regency who
have ever made purchases at the Roti Ganda. Furthermore, the
results of respondents obtained from the study were 123
respondents. The research method was carried out by qualitative
and quantitative. The results show that the research criteria are
declared valid and reliable with the indicators met. For normality
results that all research variables are normally distributed, the
coefficient of determination shows that brand loyalty can explain
purchasing decisions by fifty-four percent. At the same time, the
rest is influenced by other factors not discussed in the study. Then
the regression equation test shows a positive effect of brand loyalty
on purchasing decisions and accepts the hypothesis that brand
loyalty affects purchasing decisions. It means that brand loyalty
for consumers greatly influences them in making purchase
decisions, and brand loyalty can be a factor that can make
consumers make decisions about purchases.
Keywords: Brand; loyalty; purchase decisions.
Abstrak. Salah satu brand industri kuliner terk