THE INFLUENCE OF BRAND IMAGE, BRAND PERSONALITY, AND CUSTOMER SATISFACTION ON PURCHASE DECISIONS IN PUJASERA MSMES

Abstract

This study aims to analyze the influence of brand image, brand personality, and customer satisfaction on purchase decisions at Pujasera MSMEs located on Melati Street, Tegal City. The background of this study is derived from the increasingly competitive culinary business landscape and the fluctuations in the number of customers experienced by Pujasera MSMEs following their relocation. The decline in customer visits is presumed to be influenced by the weak brand image, the absence of a strong brand personality, and suboptimal customer satisfaction, all of which potentially affect consumer purchase decisions. This research employs a quantitative approach. The population consists of consumers of Pujasera MSMEs on Melati Street, Tegal City. The sampling technique used is incidental sampling with the criterion that respondents must have made at least one purchase at the Pujasera MSMEs, resulting in 100 respondents. Primary quantitative data were collected through observation, interviews, and questionnaires. Data analysis techniques include multiple linear regression, t-test, F-test, and coefficient of determination. The findings are expected to demonstrate that brand image, brand personality, and customer satisfaction positively and significantly influence purchase decisions, both partially and simultaneously. A strong brand image enhances consumer trust and positive perceptions, while brand personality fosters emotional attachment. Meanwhile, customer satisfaction becomes a key factor in encouraging repeat purchase behavior. Therefore, Pujasera MSMEs on Melati Street are advised to strengthen marketing strategies, reinforce brand identity, maintain service quality, and enhance customer satisfaction to improve consumer purchase decisions.