PENGARUH BRAND IMAGE DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KEPUTUSAN PEMBELIAN MINYAKITA DI MASYARAKAT KOTA MEDAN BELAWAN
DOI:
https://doi.org/10.31004/joecy.v6i1.8546Keywords:
Brand Image, Customer Relationship Management, Purchase DecisionAbstract
This study aims to determine the influence of Brand Image and Customer Relationship Management on Purchase Decisions of Minyakita products in the Medan Belawan City community. The sample in this study used purposive sampling consisting of 75 respondents from the Medan Belawan City community who have used Minyakita products. The data analysis techniques used were descriptive analysis and multiple linear regression. Data collection methods were conducted through questionnaires and documentation studies. The research results show that simultaneously Brand Image and Customer Relationship Management have a significant effect on Purchase Decisions with an F calculated value of 99.386 > F table 3.124 and a significance value of 0.000 < 0.05. The partial test shows that Brand Image (t calculated = 5.018 > t table 1.666) and Customer Relationship Management (t calculated = 8.621 > t table 1.666) partially have a positive and significant effect on Purchase Decisions. The Adjusted R Square value obtained from the Coefficient of Determination (R²) test is 0.727, meaning that 72.7% of the variation in Purchase Decisions can be explained by Brand Image and Customer Relationship Management, while the remaining 27.3% can be explained by other factors not examined in this study.
References
Afif, M., Suminto, A., & Mubin, A. F. (2021). Pengaruh Promosi Media Sosial Dan Word of Mouth (Wom) Terhadap Keputusan Pembelian Konsumen
Arfah, F., & Sari, D. P. (2024). The Influence of Customer Relationship Management and Service Quality on Purchasing Decisions with Brand Image as a Moderator. Formosa Journal of Business and Economic Statistics, 1(2).
Abbas, M., Muchlis. (2024). The Impact of Brand Image and Customer Relationship Management on Customer Value and Customer Loyalty. Jurnal
Journal of Data and Network Science, 8(3), 1715–1726.
Abdurohim, A., Koni, A., Munawir, M., Hidayatullah, H., Wijayanto, G., Listiyana, L., ... & Yulianti, M. L. (2022). Customer Relationship Management Strategi Pengembangan Pelanggan
Azzam, F. R., & Mangruwa, R. (2023): “The CRM and product attribute toward purchase intention: the mediating role of brand image in Indonesia
Blanco-Encomienda, F. J., Chen, S., & Molina-Muñoz, D. (2024). The influence of country-of-origin on consumers’ purchase intention: a study of the Chinese smartphone market. Asia Pacific Journal of Marketing and Logistics.
Burhani, 2020. Pengaruh brand awareness, brand image, dan perceived quality terhadap loyalitas pelanggan melalui kepuasan pelanggan. Semarang [Skripsi]. Semarang: Universitas Negeri Semarang
Bahroni, I., & Manggala, H. K. (2023). Pengaruh brand image terhadap purchase intention melalui e-trust (Studi pada calon konsumen online store Hoodieku). Jurnal Ekonomi Bisnis Dan Manajemen,10(2),146–154.
Dewi, S. N., & Sukesi. (2022). Pengaruh Brand Image Dan Kualitas Pelayanan Pada Loyalitas Pasien Dengan Kepuasan Pasien Sebagai Variabel Intervening.
Faradissa, Nia, et. all. 2024. “Analisis Dampak Penerapan Kebijakan Domestic Market Obligation (DMO)terhadap Penjualan Ekspor Minyak Goreng (RBDPOlein) pada PTCitra Borneo Utama Tbk.” Jurnal Bisnis dan Manajemen, 3 (2): 67
Ghozali, I. (2020). Aplikasi Analisis Multivariate Dengan Program SPSS, Edisi Keempat (7th ed.). Semarang: Universitas Diponegoro.
Ichou, M., & Manar, O. (2024). The Impact of Brand Image and Brand Trust on Consumer Buying Behavior. Global Journal of Economic and Finance Research
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2020). Multivariate Data Analysis (7th ed.). Pearson Education Limited
Hwang, J., Kim, Y., & Lee, M. (2021). The role of brand image in consumer decision-making: Evidence from an emerging market. Journal of Brand
Management, 28(4), 347- 361.
Jatmiko, Anggarani, A., & Sudarwan. (2020). Manajemen Pemasaran. In Universitas Esa Unggul. University Press UEU
Jaya Permana, & Widwi Handri. (2021). PENGARUH LOKASI DAN HARGATERHDAP KEPUTUSAN PEMBELIAN DI KHANZA BAROKAH
Kotler, P.,&Keller, K. L. (2008). Philip_Kotler_Manajemen_Pemasaran_Edisi.pdf. Kotler, Keller, Chernev (2021). Marketing Management. Singapore: Pearson
Keloay, F. C., Pangemanan, S. P., Pandey, J., Sikap, P., Dalam, K., Pembelian, K.,
Green, N. i. u., Dan, T. e. a., Dan, K., Bri, B., & Branch, K. (2022). Comparative Analysis Of Organizational Commitment Hotel Sutanraja Jurnal Emba Vol
. 10 No . 1 Januari 2022 , Hal . 1004-1013 Tujuan Penelitian Ini Adalah Untuk Mengetahui Perbedaan Sikap Konsumen Dalam Melakukan Keputusan Pembelian Niu Green Tea Dan Teh B. 10(1), 1004–1013.pdf
Kumar, V., & Shah, D. (2023). The influence of customer relationship management on purchase intention in the digital era. International Journal of Market Research, 65(2), 143-161.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity (Fifth Edition). Pearson Education.
Pipit Muliyah, Dyah Aminatun, Sukma Septian Nasution, Tommy Hastomo, Setiana Sri Wahyuni Sitepu T. Title. Vol 7.; 2020.
Kotler, P., & Keller, K. L. (2021). Manajemen Pemasaran (Edisi ke-16). Pearson Education.
Kotler, P., & Armstrong, G. (2020). Principles of Marketing (18th Ed.). Harlow: Pearson Education Limited Kotler, Keller, Chernev (2021). Marketing Management. Singapore: Pearson
Li, J., Zhang, Y., & Ma, J. (2022). Customer relationship quality and brand image: Exploring their roles in online purchasing decisions. Journal of Business Research, 139, 342-355.
Lubis, A., Dalimunthe, R., Absah, Y., & Fawzeea, B. K. (2020). The Influence of Customer Relationship Management (CRM) Indicators on Customer Loyalty of Sharia Based Banking System. GATR Journal of Management and Marketing Review, 5(1), 84–92.
Makitta Widi Samudra (2024). Pengaruh Brand Image dan Perceived Value terhadap Keputusan Pembelian. Jurnal Ekonomi dan Bisnis.
Musay, F. P. (2022). Pengaruh brand image terhadap keputusan pembelian Jurnal Administrasi Bisnis, 3(2)
Model Keputusan Pembelian pada Aplikasi Toko Online: Integrasi TAM, Faktor Pribadi, Kualitas Produk, dan Harga. Jurnal Riset Bisnis dan Investasi, 7(2), 90–97 ubb.ac.idJDIH BPK RI. (2020). Peraturan Menteri Perdagangan Nomor 26 Tahun 2020 Minyak Goreng Sawit Wajib Kemasan. [Online]. Tersedia:peraturan.bpk.go.id. [ diakses 10 Februari 2023].
Mousavy, S., Rad, B., Bujarpor, M., & Mashali, B. (2022). Customer relationship management (CRM) and study of its effect on competitive advantage. Life Science Journal, 01, 1– 7.
Nurcahyo, et al. (2024). The Influence of Customer Relationship Marketing and Brand Image on Customer Loyalty with Customer Satisfaction as a Mediation Variable (Study on Starbucks Coffee Indonesia). ResearchGate. Nurjayanti, I., Setiawan, B., & Rayesa, N.F. (2025). Pengaruh e-WOM dan Persepsi Harga terhadap Brand Image dan Minat Beli Minyakita di Malang.
Universitas Brawijaya. repository.ub.ac.id
Pramida, C., & Dewi, S. (2024). Analisis implementasi customer relationship management dalam meningkatkan loyalitas nasabah pada Koperasi LKMS- 116 A Gapoktan Panampuang Prima. Transformasi: Journal of Economics and Business Management, 3(4), 13-28.
Pasla, Jambi Provinsi. (2023, Agustus 22). Apa itu CRM?: Tujuan, Manfaat, Cara Kerja dan Menggunakannya.
Pandiagan, 2021. Faktor-factor yang mempengaruhi brand equity: brand trust, brand image, perceived quality, dan brand loyalty.
Purboyo (2021). Perilaku Konsumen (Tinjauan Konsep tual dan Praktis) (Hartini(ed.)) .Media Sains Indonesia.KET.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (2022). SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing.
Puspitalova, Angelina. 2025. “5 Fakta Kecurangan yang Dilakukan MinyaKita.” Tempo, dalam
Rahayu, P., & Ningsih, L. S. R. (2021). Pengaruh Customer Relationship Management dan Brand Image terhadap Patient Satisfaction di Klinik Pratama Aulia 1 Jombang. Jurnal Ekonomi Bisnis dan Manajemen.
Reynaldi, R., & Nuvriasari, A. (2024). The Influence of Brand Image and Perceived Value on Purchasing Decisions with Brand Trust as Mediation. Research Horizon, 4(3), 179-188.
Rizky, Martyasari. 2025. “Catat! Minyakita Bukan Minyak Goreng Bersubdisi, Begini Penjelasannya.”CNBCIndonesia. 618388/catat-minyakitabukan- minyak-goreng- bersubdisi-begini- penjelasannya. Diakses pada 22 Maret 2025
Rizal, A. (2020). Buku Ajar Manajemen Pemasaran di Era Masyarakat Industri 4.0.
Deepublish Publisher
Rifa’I Bayu, Mitariani Ni Wayan Eka, & Imbayani I Gusti Ayu. (2020). Pengaruh Persepsi Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Kartu Perdana Internet Di Gallery Smartfren Denpasar. Values, 1, 1–12.
Ramadhayanti, F. N., Mulyadi, & Rasywir, E. (2023). Analisis Kepuasan Pengguna Aplikasi TIX ID Di Kota Jambi Menggunakan Metode EUCS. Jurnal Ilmiah Media Sisfo, 17(1), 143–151.
Sintiya, S., & Suzanto, B. (2023). The Influence of Brand Image and Price on Purchase Decision: Study on One E-Commerce. Business Innovation and Entrepreneurship Journal, 4(1), 25–31.
Sani, S. A., (2022). Pengaruh promosi, kualitas produk dan harga terhadap keputusan pembelian konsumen pada produk scarlett whitening.
Syamsuddinnor,. (2021). Aaisis Pengaruh Brand Image,Brand Trust Dan Brand Affect Terhaap Keputusan Pembelian Produk
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung:
Sugiyono. (2024). Pengertian Populasi dalam Penelitian. Diakses dari detik.com Sugiyono. (2024). Pengertian Sampel dalam Penelitian. Diakses dari detik.com PT
Alfabeta.
Solomon, Michael R. (2020). Consumer Behavior: Buying, Having, and Being.
New Jersey: Pearson
Sari, A. K., & Wahjoedi, T. (2022). The influence of brand image and brand awareness on purchasing decisions is moderated by brand ambassador. World Journal of Advanced Research and Reviews, 16(3), 947–957
Slamet, S., Prasetyo, B. P. W., & Azmala, I. (2022). The impact of electronic word of mouth and brand image on online purchase decisions moderated by price discount. European Journal of Business and Management Research, 7(2), 139–148.
Sari, S. P. (2020). Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen. 8(1), 147–155.pdf
Sintiya, S., & Suzanto, B. (2023). The Influence of Brand Image and Price on Purchase Decision: Study on One E-Commerce. Business Innovation and Entrepreneurship Journal, 4(1), 25–31.
Tiara Amalia, W. (2022). Pengaruh Brand Ambassador, Brand Image, Dan Word of MouthTerhadap Keputusan Pembelian Mie Instan Pada Remaja. Jurnal Ilmu Manajemen, 10(2021), 2022.
Trista, N. L., & Saryadi, S. (2021). Pengaruh Brand Image (Brand Image) Dan Kepercayaan Merek (BrandTrust) Terhadap Keputusan Toyota Avanza di Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 21–28
Widytiya, V., Atmaja, E.J., & Muntoro, M. (2024). Pengaruh Bauran Pemasaran terhadap Kepuasan dan Loyalitas Konsumen Minyakita di Pangkalpinang. Jurnal Ilmu Agribisnis, 6(2). journal
Yoo, B., Donthu, N., & Lee, S. (2020). Brand credibility and customer satisfaction: The mediating role of customer trust. Journal of Product & Brand Management, 29(3), 345-359.
Yovia, Priscilla. 2023. “Pengaruh Tying Sales dalam Kasus Minyakita terhadap Iklim Persaingan Usaha.” Jurnal Darma Agung, 31 (6): 461
Tiara Amalia, W. (2022). Pengaruh Brand Ambassador, Brand Image, Dan Word of MouthTerhadap Keputusan Pembelian Mie Instan Pada Remaja. Jurnal Ilmu Manajemen, 10(2021), 2022.
Yusnia, & Burhanuddin. (2020). Customer Experience, Diferensiasi Produk, dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Di Pusat Grosir Solo. Edunomika, 04(01).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nurhayati Br Lingga, Riza Fanny
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
