PENGARUH BRAND IMAGE ROKOK SUKUN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRIA DI DESA GONDANGMANIS KABUPATEN KUDUS

This research is based on the importance of brand image in influencing consumer purchasing decisions amid the intense competition in the cigarette industry and the shift in consumer behavior due to the rising trend of electronic cigarettes. PT Sukun Wartono Indonesia, as a conventional cigarette manufacturer, strives to maintain its brand image based on tradition and local identity in Kudus Regency. This research aims to analyze and examine the effect of the brand image of Sukun cigarettes on the purchasing decisions of male consumers in Gondangmanis Village, Kudus Regency.

This study employs a quantitative approach using a survey method involving 100 male respondents in Gondangmanis Village, Kudus Regency. Data were collected through questionnaires and analyzed using simple linear regression to determine the extent of the influence of brand image on purchasing decisions.

The results indicate that the brand image of Sukun cigarettes is perceived positively, reflected through three main dimensions: corporate image, user image, and product image. These dimensions simultaneously build emotional attachment and consumer confidence in the brand. Statistical analysis shows that brand image has a positive and significant effect on purchasing decisions, with an R Square value of 0.786, a t-value of 19.000 greater than the t-table value of 1.984, significance level below 0.001, and a beta coefficient of 0.887. This means that 78.6% of the variation in purchasing decisions is explained by the brand image variable.

These findings confirm that strengthening corporate image, aligning user image with consumer identity, and maintaining consistent product quality are dominant factors in encouraging purchasing decisions and repeat purchases among male consumers in Gondangmanis Village, Kudus Regency.