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All Journal JURNAL PENDIDIKAN TAMBUSAI YUME : Journal of Management Jurnal Riset Bisnis dan Investasi Community Engagement and Emergence Journal (CEEJ) Science Midwifery Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Ekonomika dan Manajemen Jurnal Manajemen Jurnal Akuntansi Keuangan dan Bisnis Research of Service Administration Health and Sains Healthys International Journal Administration, Business & Organization Jurnal Manajemen, Akuntansi, Ekonomi Journal of Artificial Intelligence and Digital Business Journal of Economics and Social Sciences Innovative: Journal Of Social Science Research Jurnal Multidisiplin Sahombu Jurnal Pengabdian Kepada Masyarakat Ekonomi, Pendidikan, dan Sosial Humaniora El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam ManBiz: Journal of Management and Business Jurnal Cendekia Ilmiah
Efawati, Yen
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The Influence of Brand Image and Customer Experience on Purchase Decision in Artisan Bakery Industry Ali, Alvin; Rachman, Adryan; Efawati, Yen
International Journal Administration, Business & Organization Vol 7 No 1 (2026): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.26.734

Abstract

This study examines the influence of brand image and customer experience on purchase decisions in the artisan bakery industry, with a case study of Rosella Bakehouse. The growing transformation of bakery products into lifestyle-oriented goods has intensified competition, requiring firms to strengthen both branding and experiential strategies. A quantitative approach was employed using survey data from 150 customers who had prior purchasing experience. Data were analyzed using multiple linear regression. The results reveal that both brand image and customer experience have a positive and significant effect on purchase decisions, with customer experience demonstrating a stronger influence. The model explains 51.8% of the variance in purchase decisions. These findings highlight the critical role of integrating brand positioning with experiential marketing strategies to enhance consumer engagement and purchasing behavior. This study contributes to the literature by providing empirical evidence from a developing market context, particularly within the premium bakery sector.
Co-Authors A. Rohendi, A. Adryan Rachman Adzra, Nadira Aqilla Ali, Alvin Anasthasia F M Ayomi Anmoel, Jason Timothy Arif Rachman Aris Munandar Asnur, Andi Aghnie Aulya Azizah, Zahra Nur Balishna, Mega Bayu Wahyudi Chaniago, Harmon Daniswara, Muhammad Daffa Dasrun Hidayat Dewi, Devita Citra Erliany Syaodih Erliany Syaodih Fadhlan Thariq Ferdyan Putri, Zahra Qanitah Habibah Habibah Heris Hendriana Hermansyah, Deni Lastari, Hidya Indira Mukaram Mukaram Mulyadi, Rangga Dhimas Radithya Nanang Juhandi Hermawan Nining Handayani Novitasari, Citra Ayu Nurwijayanti Pratama, Sony Andik Purwadhi Purwadhi Putri, Nurhalisa Putri, Zahra Qanitah Ferdyan Regina Emiliana Rhomadon, Wahyu Rian Andriani, Rian Rifaturrahman, Rafi Fauzan Rinawati Rinawati Rinawati Rohendi, A Rohendi, Rohendi Sari, Dita Febriana Seputra, Hawreyvian Rianda Shabrina, Maura Zettira Siluh Nyoman Raita Sari Sri Raharso Susilawati, Rika Maryam Sutisna, Ma’mun Tahang, Andi Setiawan Tiorida, Ermina Utami, Firda Diah Veranita, Mira Witri, Repelita Yosalinata, Jessica