PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PESTISIDA DI PT PERUSAHAAN PERDAGANGAN INDONESIA CABANG BANDUNG

Abstract

One of the business forms of a trading company in the agricultural sector is the trade in fertilizers and pesticides. The pesticide produced by PT Perusahaan Perdagangan Indonesia is one of the pesticides that has superior value because it contains a chemical that is difficult to obtain, namely fentoate. This could be one of the reasons for deciding to buy pesticides. In this study, the method used is a quantitative approach using a survey method, with the research subject being the Bandung Branch of the Indonesian Trading Company Company using 96 people as a sample. The data obtained through data collection techniques is the result of observations, questionnaires, through journals and the internet.

The author analyzes the data quantitatively by using test instruments and hypothesis testing. Results of the study indicated that there was an influence of brand image on the decision to buy pesticides at the Bandung Branch of the Indonesian Trading Company