<![CDATA[The research method used is simple linear regression analysis through research instrument tests (validity and reliability tests), classical assumption tests (normality tests and heteroscedasticity tests), and hypothesis testing using the t test, as well as correlation tests and determination tests. The results of respondents' responses show that brand image on buying interest has a very good effect. Through the t test, it was obtained that the tcount was 3.426> ttable worth 0.374 with a significance value of 0.002, which is much greater than 0.05. The study shows that the brand image of Bantan brand sardines has a significant positive effect on consumer buying interest at PT Sarana Tani Pratama (Y 2.765 + 0.370 X). The t test shows t count = 3.426, t table = 0.374 with a significance of 0.002 which is <0.05 and the coefficient of determination = 0.509, meaning that brand image affects buying interest by 50.9%.]]>
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