The Influence of Brand Image and Taste Quality on Consumer Purchase Interest in MR.Bread Bread at Indomaret Stores ASTC 10-11

Abstract

The decline in sales of MR.Bread Bread at Indomaret Alam Sutera Town Centre 10–11 indicates a weakening of consumer purchasing interest, which is suspected to be influenced by brand image and taste quality. This study aims to analyze the influence of brand image and taste quality on consumer purchasing interest. The study used a quantitative approach with a descriptive survey method. The study population was 5,184 consumers with a sample of 98 respondents selected using accidental sampling techniques. Data were collected through a Likert scale questionnaire that had met validity and reliability tests. Data analysis was carried out using SPSS version 26 through descriptive analysis, classical assumption tests, simple and multiple linear regressions, correlation coefficients, coefficients of determination, and t-tests and F-tests. The results showed that brand image and taste quality had a positive and significant effect on purchasing interest, both partially and simultaneously. Taste quality had a greater influence than brand image, while both variables together were able to explain 90.6% of the variation in consumer purchasing interest. This study concluded that improving taste quality supported by strengthening brand image is an effective strategy to increase consumer purchasing interest in MR.Bread Bread, so it can be a basis for developing a company's marketing strategy.