SMALL BUT MIGHTY: MEMBANGUN CITRA MEREK USAHA LOKAL UNTUK MEMENGARUHI KEPUTUSAN PEMBELIAN

Siti Nur ‘Anisah (Mahasiswa)
Henny Indrawati
Brilliant Asmit

OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Vol 10 No 2 (2026): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi

This study was motivated by the unstable state of consumer purchasing decisions regarding Teh MUR  products, despite efforts to build brand image. The study aims to analyze the influence of brand image on consumer purchasing decisions. The research method employed was a quantitative approach using accidental sampling, in which data were collected via a Google Forms-based questionnaire distributed to consumers. Data analysis was conducted using descriptive analysis and simple linear regression. The results indicate that brand image has a positive influence on purchasing decisions. This study contributes to reinforcing the role of brand image as a key factor in enhancing purchasing decisions among SMEs, particularly in Pekanbaru.