Pengaruh Brand Image, Word of Mouth, dan Lokasi terhadap Minat Beli Konsumen pada Toko Roti Baker Old Mustika Jaya Bekasi

Zahra, Nabilla Putri (2026) Pengaruh Brand Image, Word of Mouth, dan Lokasi terhadap Minat Beli Konsumen pada Toko Roti Baker Old Mustika Jaya Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study was conducted to determine the influence of brand image, word of mouth and location on consumer purchase intention at the Baker Old bakery in Mustika Jaya, Bekasi. Does brand image, word of mouth and location influence consumer purchase intention at the Baker Old bakery in Mustika Jaya, Bekasi, either partially or simultaneously? The research was carried out using a quantitative method. The population for this study consisted of Baker Old customers in Bekasi; however, the exact size of the population is unknown (unknown population). This study utilised the Lemeshow formula. A sample of 100 respondents was selected. The sampling technique employed was random sampling. Data collection was carried out using a questionnaire distributed to residents of Bekasi City, which was subsequently analysed using SPSS version 27, the data used was primary data. The results of this study indicate: (1) the brand image variable does not have a significant partial effect on consumer purchase intention (t-calculated 1.663 < t-table 1.984, sig 0.100 > 0.05; H1 is rejected and H01 is accepted). (2) The word-of-mouth variable has a positive and significant partial effect on consumer purchase intention (t-calculated 5.997 > t-table 1.984, sig < 0.001 < 0.05; Ha2 accepted and H02 rejected). (3) The location variable has a positive and significant partial effect on consumer purchase intention (t-calculated 3.315 > t-table 1.984, p = 0.001 < 0.05; H_a3 accepted and H_o3 rejected). (4) The variables brand image, word of mouth and location simultaneously have a significant effect on consumer purchase intention (calculated F = 63.380 > table F = 3.09, p = 0.001 < 0.05; therefore, H_a4 is accepted).

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