PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DENGAN LOYALITAS PELANGGAN SEBAGAI VARIABEL MEDIASI DI TOKO BANGUNAN STARLUME CAKRA BAJA

ABSTRAK
Permasalahan dalam penelitian ini ditunjukkan oleh adanya penurunan
penjualan serta rendahnya frekuensi pembelian ulang pada Toko Bangunan
Starlume Cakra Baja yang mengindikasikan bahwa Keputusan Pembelian dan
Loyalitas Pelanggan belum optimal. Kondisi tersebut menunjukkan adanya
persaingan usaha yang semakin ketat sehingga toko perlu memahami faktor-faktor
yang memengaruhi perilaku konsumen, khususnya terkait peran Brand Image dan
Loyalitas Pelanggan dalam mendorong Keputusan Pembelian. Penelitian ini
bertujuan untuk menganalisis pengaruh Brand Image terhadap Keputusan
Pembelian dengan Loyalitas Pelanggan sebagai variabel mediasi. Penelitian
menggunakan metode kuantitatif dengan teknik pengumpulan data melalui
penyebaran kuesioner kepada konsumen dan dianalisis menggunakan metode
Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Brand Image
berpengaruh positif dan signifikan terhadap Keputusan Pembelian dan Loyalitas
Pelanggan. Loyalitas Pelanggan juga berpengaruh positif terhadap Keputusan
Pembelian serta mampu memediasi pengaruh Brand Image terhadap Keputusan
Pembelian. Hasil uji R-Square menunjukkan bahwa model penelitian berada pada
kategori moderat, sehingga masih terdapat variabel lain di luar penelitian yang
dapat memengaruhi Loyalitas Pelanggan dan Keputusan Pembelian. Penelitian
selanjutnya disarankan menambahkan variabel lain seperti harga, kualitas produk,
kualitas pelayanan, dan kepuasan pelanggan. Toko Bangunan Starlume Cakra Baja
disarankan memperkuat citra merek, meningkatkan kualitas pelayanan, menjaga
Loyalitas Pelanggan, serta mengembangkan strategi pemasaran digital agar mampu
meningkatkan Keputusan Pembelian dan daya saing toko di tengah persaingan
pasar.
Kata Kunci: Brand Image, Loyalitas Pelanggan, Keputusan Pembelian.

ABSTRACT
The problem in this study is indicated by declining sales and the low
frequency of repeat purchases at Starlume Cakra Baja Building Store, which
indicates that purchasing decisions and customer loyalty are not yet optimal. This
condition reflects increasingly intense business competition, requiring the store to
better understand the factors influencing consumer behavior, particularly the role
of Brand Image and customer loyalty in encouraging purchasing decisions. This
study aims to analyze the effect of Brand Image on purchasing decisions with
customer loyalty as a mediating variable. The research used a quantitative method
with data collected through questionnaires distributed to consumers and analyzed
using the Partial Least Square (PLS) method. The results showed that Brand Image
had a positive and significant effect on purchasing decisions and customer loyalty.
Customer loyalty also had a positive effect on purchasing decisions and was able
to mediate the effect of Brand Image on purchasing decisions. The R-Square test
results indicated that the research model was in the moderate category, meaning
that there are still other variables outside the study that may influence customer
loyalty and purchasing decisions. Therefore, future research is recommended to
include variables such as price, product quality, service quality, and customer
satisfaction. Starlume Cakra Baja Building Store is advised to strengthen its Brand
Image, improve service quality, maintain customer loyalty, and develop digital
marketing strategies to enhance purchasing decisions and competitiveness in the
market.
Keywords: Brand Image, Customer Loyalty, Purchase Decision.