THE INFLUENCE OF BRAND IMAGE ON CONSUMER SATISFACTION WITH PURCHASING DECISIONS AS INTERVENING VARIABLES (Case Study on Students of STIE

This study aims to determine " The Influence of Brand Image on Consumer Satisfaction with Purchasing Decisions as Intervening Variables (Case Study on Students of STIE Bina Karya Kota Tebing Tinggi)". The method of determining the sample used in this study is to use a saturated sampling technique of 57 samples which are students of STIE Bina Karya Kota Tebing Tinggi users of Honda Scoppy. Based on the results of the analysis of hypothesis 1, it can be concluded that the first hypothesis is accepted, meaning that the Brand Image variable (X) affects the Purchase Decision variable (Z). Based on the results of the analysis of hypothesis 2, it can be concluded that the second hypothesis is accepted, meaning that the Brand Image variable (X) has no effect on the Consumer Satisfaction variable (Y). Based on the results of the analysis of hypothesis 3, it can be concluded that the third hypothesis is accepted, meaning that the Purchase Decision variable (Z) has an effect on the Consumer Satisfaction variable (Y). Based on the results of the analysis of hypothesis 4, it shows that the indirect effect of Brand Image (X) on Consumer Satisfaction (Y) through Purchase Decision (Z) is accepted rather than the direct influence of Brand Image (X) on Consumer Satisfaction (Y).


INTRODUCTION
Today we are facing a new era which is marked by the trend of world globalization, technological developments and economic reforms carried out by countries in the world to face global competition.Globalization has forced significant changes in the production patterns of multinational companies.Rapid changes in the industrial sector resulted in a flood of products entering the market.Every consumer has different attitudes and behaviors towards a product.The success or failure of a product is influenced by brand image and purchasing decisions for the product in question.Understanding consumer behavior is also an important task of marketing management, so that consumers can accept the products offered by the company so as to provide consumer satisfaction.By identifying the market, the company can find out what strategy to use and use in selling its products.
Honda Scoopy is one of the brands of Honda motorcycle dealers in Indonesia.This automatic scooter is produced by PT Astra Honda Motor.This motorbike was launched on May 20 2010 which was intended to anticipate the growing popularity of automatic automatic scooters in the Honda motorcycle market in Indonesia.Honda Scoopy will compete directly with Suzuki Let's and Yamaha Fino.
STIE Bina Karya is a private university located in Tebing Tinggi City.In this study the authors made observations on Bina Karya students where most of the students used Honda Scoopy as transportation.So the authors make the Honda Scoopy product as the object of this research.In this study the authors conducted interviews directly with semester VIII management students at STIE Bina Karya.The following are the results of a survey on motorcycle use at STIE Bina Karya:

THE INFLUENCE OF BRAND IMAGE ON CONSUMER SATISFACTION WITH PURCHASING DECISIONS AS INTERVENING VARIABLES (Case Study on Students of STIE Bina Karya Kota
It is known that the highest level of usage is Honda Vario motorcycles with as many as 83 people.Then followed by the Yamaha Nmax brand with 77 people, Honda Beat with 63 people, Honda Scoopy with 57 people and Yamaha Aerox with 43 people.The Honda Scoopy motorbike also has a steering balance that tends to be sensitive, so that riders who are not used to it feel uncomfortable when riding this motorbike.It is clear that the rear shock is much softer.Which results in a feeling of soreness in the hands and arms when traveling long distances due to the uncomfortable position of the handlebars.The engine capacity carried by the Honda Scoopy is also low compared to the Yamaha Aerox and Nmax 155cc, Yamaha does have a very large engine capacity.Honda Vario and Beat have a standard engine capacity of 150cc.While the Honda Scoopy has a very low capacity of 110cc.

IMPLEMENTATION METHOD
The type of research that will be carried out in this study is a type of quantitative research.The population in this study were all semester VIII students of STIE Bina Karya who use Honda Scoopy motorbikes with a total population of 57 students.The sample in this study was the students of STIE Bina Karya semester VIII, because the population size was relatively small, namely 57 people, the sampling technique used was saturated sampling technique (census), where all members of the population were used as samples.In this study, the sampling technique used is the Non Probability Sampling technique.Data collection techniques or methods used in this research are interviews and questionnaires.Methods of data analysis using instrument test and classical assumption test using multiple linear regression analysis.Based on Table 2 it shows that the majority of respondents in this study were aged 22-26 years with a percentage of 52.64%, then 18-21 years with a percentage of 47.36%.From the data above it can be seen that the majority age is over 22-26 years old because at this age some students are already working and are free to use motorbikes, while the minority of respondents who use Honda Scoopy motorbikes, are aged 18-21 years which is the age of who don't use motorbikes much.Based on Table 3 it shows that the majority of respondents in this study were female with a percentage of 59.64%, then male with a percentage of 40.36%, then.It can be seen that women are the majority of respondents because these students are at a young age, where nowadays many young people use Honda Scoopy motorbikes just for lifestyle.Based on Table 4, it can be seen that statement (1) shows the result that out of 57 respondents who answered strongly agree as many as 20 people with a percentage (35.1%),29 people answered agree (50.9%), 8 people answered neutral (14.0 %), no respondents answered disagree and strongly disagree.In addition, an average score was obtained for item 1 of 4.21, which means that respondents tend to agree that they are satisfied because the quality of Honda Scoopy motorcycle products is in accordance with what consumers/students of Bina Karya Tebing Tinggi City expect.

Description of Respondent Characteristics
In statement (2) the results show that out of 57 respondents as many as 30 people answered strongly agree with the percentage (52.6%),19 people answered agree (33.3%), Volume 2 No.4 (2023)

THE INFLUENCE OF BRAND IMAGE ON CONSUMER SATISFACTION WITH PURCHASING DECISIONS AS INTERVENING VARIABLES (Case Study on Students of STIE Bina Karya Kota Tebing Tinggi)
Benhart Nainggolan motorcycle product if there is a new model available.
In statement (3) the results show that out of 57 respondents as many as 28 people answered strongly agree with the percentage (49.1%),24 people answered agree (42.1%), 5 people answered neutral (8.8%), none respondents who answered disagree and strongly disagree.The average score for item 3 is 4.40 so it can be seen that respondents tend to agree that they are willing to recommend Honda Scoopy Motorcycles to others so they are interested in buying them.
Of all the statement items regarding the Consumer Satisfaction Variable (Y) presented in Table 4, the average score of respondents' answers is 4.33.This shows that the majority of respondents agree with each item of the Consumer Satisfaction statement.Based on Table 4.4, it can be seen that statement (1) shows the result that out of 57 responses and those who answered strongly agreed as many as 24 people with a percentage (42.1%),22 people answered agree (38.6%), 11 people answered neutral (19.3 %), no respondents answered disagree and strongly disagree.In addition, an average score was obtained for item 1 of 4.22, which means that it shows a response and tends to agree that they choose a Honda Scoopy Motorcycle because it meets the needs that I need.
In statement (2) the results show that out of 57 responses and as many as 30 people answered strongly agree with the percentage (52.6%),22 people answered agree (38.6%), 5 people answered neutral (8.8%), no there were respondents who answered disagree and strongly disagree.The average score for item 2 is 4.43 which means that respondents tend to agree that Honda Scoopy Motorcycles have benefits in the daily lives of female students.
In statement (3) the results show that out of 57 responses and as many as 30 people answered strongly agree with the percentage (52.6%),21 people answered agree (36.8%), 6 people answered neutral (10.5%), none respondents who answered disagree and strongly disagree.The average score for item 3 is 4.42 so it can be seen that respondents tend to strongly agree and agree that they bought a Honda Scoopy Motorcycle because of recommendations from other Bina Karya students in Tebing Tinggi City.
Statement (4) shows the results that out of 57 respondents as many as 30 people answered strongly agree with the percentage (52.6%),21 people answered agree (36.8%), 6 people answered neutral (10.5%), and none respondents who answered agreed and answered strongly disagree.The average score for item 4 is 4.42 so that it can be seen that respondents tend to agree that they are willing to repurchase Honda Scoopy Motorcycles because it suits me.
Of all the statement items regarding the Purchase Decision variable (Z) presented in Table 5, the average score of respondents' answers is 4.37.This shows that the majority of respondents agree with each item of the Purchasing Decision variable statement.Based on Table 6, it can be seen that statement (1) shows the result that out of 57 respondents and those who answered strongly agreed as many as 30 people with a percentage (52.6%),22 people answered agree (38.6%), 5 people answered neutral (8, 8%), no respondents answered disagree, and strongly disagree.In addition, an average score for item 1 was obtained of 4.43, which means that it shows a response and tends to agree thatHonda Scoopy Motorcycles are very strong and well-known to Bina Karya students in Tebing Tinggi City so that some of the students use Honda Scoopy.
In statement (2) the results show that out of 57 responses and as many as 27 people answered strongly agree with the percentage (47.4%),24 people answered agree (42.1%), 6 people answered neutral (10.8%), and did not there were respondents who answered disagree and strongly disagree.The average score for item 2 is 4.36 which means it shows a response and tends to agree thatHonda Scoopy Motorcycles are very favorite among Bina Karya students at the City of Tebing Tinggi at this time.
In statement (3) the results show that out of 57 respondents, 26 people answered strongly agree with the percentage (45.6%),26 people answered agree (45.6%), 5 people answered neutral (8.8%), none answered disagree and strongly disagree.The average score for item 3 is 4.36 so it can be seen that respondents tend to agree thatUniquenessHonda Scoopy Motorcycle products greatly affect the desire of Bina Karya students from Tebing Tinggi City to own them.
Of all the statement items regarding the Brand Image variable (X) presented in Table 4.5, the average score of respondents' answers is 6.This shows that the majority of respondents agree with each item of Brand Image variable statement.Table 7 shows that all statement points, both the Consumer Satisfaction variable (Y), the Purchase Decision variable (Z) and the Brand Image variable (X) have a higher r count value than the r table value, so it can be concluded that all statements of each variable declared valid.Based on the reliability test using Cronbach Alpha, all research variables are reliable/reliable because Cronbach Alpha is greater than 0.6, so the results of this study indicate that the measurement tools in this study have fulfilled the reliability test (reliable and can be used as a measuring tool).Data that is normally distributed will form a straight diagonal line and plotting the residual data will be compared with the diagonal line, if the distribution of the residual data is normal then the line that describes the actual data will follow the diagonal line (Ghozali, 2016).The test results using SPSS 25 are as follows: From the output in table 9 it can be seen that the significance value (Monte Carlo Sig.) of all variables is 0.120.If the significance is more than 0.05, then the residual value is normal, so it can be concluded that all variables are normally distributed.Data that is normally distributed will form a straight diagonal line and plotting the residual data will be compared with the diagonal line, if the distribution of the residual data is normal then the line that describes the actual data will follow the diagonal line (Ghozali, 2016).The test results using SPSS 25 are as follows: From the output in table 4.9 it can be seen that the significance value (Monte Carlo Sig.) of all variables is 0.193.If the significance is more than 0.05, then the residual value is normal, so it can be concluded that all variables are normally distributed.Based on table 11 it can be seen that the tolerance value of the Brand Image variable (X) is 0.468 and the Purchase Decision (Z) is 0.687 which is greater than 0.10 while the VIF value of the Brand Image variable (X) is 1.455 and the Purchase Decision is 1.455

THE INFLUENCE OF BRAND IMAGE ON CONSUMER SATISFACTION WITH PURCHASING DECISIONS AS INTERVENING VARIABLES (Case Study on Students of STIE Bina Karya Kota Tebing Tinggi) Benhart Nainggolan
where it is less than 10.Based on the results of the calculation above it can be seen that the tolerance value of all independent variables is greater than 0.10 and the VIF value of all independent variables is also less than 10 so that there are no symptoms of correlation in the independent variables.So it can be concluded that there are no symptoms of multicollinearity between independent variables in the regression model.Based on table 12, it is known that the significant value of the Brand Image variable (X) is 0.733, the significant value of the Purchase Decision variable (Z) is 0.339, where both are greater than 0.05 so it can be concluded that there are no symptoms of heteroscedasticity in this study.Based on these results, the linear regression equation has the formulation: Z = b0 + b1X + e1, so that the equation is obtained: Z = 8.451 + 0.687X + e1 The description of the multiple linear regression equation above is as follows: a.A constant value (b0) of 8.451 indicates the magnitude of the Purchase Decision variable (Z) if the Brand Image variable (X) is equal to zero.b.The regression coefficient value of the Brand Image variable (X) (b1) is 0.687 indicating the large role of the Brand Image variable (X) on the Purchase Decision variable (Z).This means that if the Brand Image variable factor (X) increases by 1 unit value, it is predicted that the Purchase Decision variable (Z) will increase by 0.687 value units.The results of data processing for equation II can be seen in table 14 below: Based on these results, the linear regression equation has the formulation: Y = b0 + b2X + b3Z + e2 , so that the equation is obtained: Y = 1.897 + 0.182X + 0.497Z + e2 The description of the multiple linear regression equation above is as follows: This means that if the purchasing decision variable factor (Z) increases by 1 unit value, it is predicted that the Consumer Satisfaction variable (Y) will increase by 0.497 value units assuming the Brand Image variable (X) is constant.Based on table 16, it can be seen that the value of the adjusted R square is 0.670 or 67%.This shows that the Brand Image variable (X) and Purchase Decision variable (Z) can explain the Consumer Satisfaction Variable (Y) of 67%, the remaining 33% (100% -67%) is explained by other variables outside this research model., Factors that influence consumer satisfaction, namely: product quality, service quality, pricing, pleasant shopping experience, testimonials from other people.

THE INFLUENCE OF BRAND IMAGE ON CONSUMER SATISFACTION WITH PURCHASING DECISIONS AS INTERVENING VARIABLES (Case Study on Students of STIE Bina Karya Kota Tebing Tinggi) Benhart Nainggolan
The form of hypothesis testing based on statistics can be described as follows: Decision Making Criteria: a) Reject the hypothesis if tcount< ttable or -tcount> -ttable or Sig.>0.05 b) Accept the hypothesis if tcount ≥ ttable or -tcount ≤ -ttable or Sig.< 0.05 Table 17 obtains a tcount value of 5.002 With α = 5%, ttable (5% ; nk = 57-1 = 56) a ttable value of 2.003 is obtained.From this description it can be seen that tcount (5.002) > ttable (2.001), likewise with a significance value of 0.000 <0.05, it can be concluded that the first hypothesis is accepted, meaningvariable Brand Image (X) effectto the Purchasing Decision variable (Z).
The results of this study are in accordance with the results of research conductedBased on research (Budiono, 2015)with titlelThe Effect of Service Quality, Price, Promotion, and Brand Image on Customer Satisfaction Through Purchasing Decisions.The form of hypothesis testing based on statistics can be described as follows: Decision Making Criteria: a) Reject the hypothesis if tcount< ttable or -tcount> -ttable or Sig.>0.05 b) Accept the hypothesis if tcount ≥ ttable or -tcount ≤ -ttable or Sig.< 0.05 From table 18, the tcount value is obtained2,221With α = 5%, ttable (5% ; nk = 57-2 = 55) obtained a ttable value of 2.004.From this description it can be seen that tcount (2,221) > ttable (2.004), likewise with a significance value of 0.031 <0.05, it can be concluded that the second hypothesis is accepted, meaningvariable Brand Image (X) effecton the variable Consumer Satisfaction (Y).
The results of this study are in accordance with the results of research conducted by (Hartono & Wahyono, 2015)by titleThe Effect of Brand Image and Quality on Consumer Satisfaction Through Purchasing Decisions as Intervening Variables.
2) Hypothesis Test Effect of Purchasing Decision variable (Z) on Consumer Satisfaction variable (Y) The form of hypothesis testing based on statistics can be described as follows: Decision Making Criteria: a) Reject the hypothesis if tcount< ttable or -tcount> -ttable or Sig.>0.05 b) Accept the hypothesis if tcount ≥ ttable or -tcount ≤ -ttable or Sig.< 0.05 Table 18 obtains a tcount value of 7.481 With α = 5%, ttable (5% ; nk = 57-2 = 55) a ttable value of 2.004 is obtained.From this description it can be seen that tcount (7.481) > ttable (2.004), and the value the significance is 0.000 <0.05, it can be concluded that the third hypothesis is accepted, meaningvariable Purchase Decision (Z) effecton the variable Consumer Satisfaction (Y).
The results of this study are in accordance with the results of research conducted by (Hartono & Wahyono, 2015)by titleThe Effect of Brand Image and Quality on Consumer Satisfaction Through Purchasing Decisions as Intervening Variables.Furthermore, the value of standardized coefficients beta will be entered into the path analysis image.

Figure 3 Path Analysis
Results table 21 Shows thatThe path analysis image shows the direct effect of the Brand Image variable (X) on the Consumer Satisfaction variable (Y) of 0.206.While the direct effect through the variable Purchase Decision (Z) is 0.559x 0.639 = 0.357.From the calculation results obtained, it shows that the direct effect through the Purchase Decision variable (Z) is greater than the direct effect on the Consumer Satisfaction variable (Y).These results indicate that the Consumer Satisfaction variable can be a bridging variable or a mediating variable between Brand Image variables on Consumer Satisfaction.

DISCUSSION
Based on the results of hypothesis testing that has been done, the next stage is an explanation of the relationship between the variables in this study which is then linked to consumer behavior, previous studies and management science so that it can support pre-existing statements.The explanation of the results is as follows: 4.1 Effect of Brand Image (X) on Purchase Decision (Z) Based on the results of the analysis of hypothesis 1, it can be seen that with a significance value of 0.000 <0.05, it can be concluded that the first hypothesis is accepted, meaningvariable Brand Image (X) effectto the Purchasing Decision variable (Z).This is in accordance with research(Budiono, 2015)with titlelThe Effect of Service Quality, Price, Promotion, and Brand Image on Customer Satisfaction Through Purchasing Decisions,Brand image has a direct effect on purchasing decisions, and it can be seen from table 4.5 the brand image with the highest statement value with a mean value of 4.43.Which means that Brand Image is the main consideration factor for students and female students who decide to buy a Honda Scoopy motorbike because Honda Scoopy motorbikes are very popular among teenagers today.

Effect of Brand Image (X) on Consumer Satisfaction (Y)
Based on the results of the analysis of hypothesis 2, it can be seen that with a significance value of 0.031 <0.05, it can be concluded that the second hypothesis is accepted, meaningvariable Brand Image (X) effecton the variable Consumer Satisfaction (Y).This is appropriate(Rico, 2018) The Influence of Product Quality and Brand Image on Consumer Satisfaction Through Purchasing Decisions as Intervening Variables (Case Study of Internet Cafe Users of Telkom Speedy in Siantar Timur District).And it can be seen from table 4.5 in statement 2 with a mean value of 4.36.Which means that Brand Image is the main consideration factor for Honda Scoppy motorbikes because Honda Scoppy motorbikes are very favorite among college students so they feel satisfied when using Honda Scoopy motorbikes.

Effect of Purchase Decision (Z) on Consumer Satisfaction (Y)
Based on the results of the analysis of hypothesis 3, it can be seen that from the description it can be seen that the significance value is 0.000 <0.05, so it can be concluded that the third hypothesis is accepted, meaningvariable Purchase Decision (Z) effecton the variable Consumer Satisfaction (Y).This is in line with research(Budiono, 2015)with titlelThe Effect of Service Quality, Price, Promotion, and Brand Image on Customer Satisfaction Through Purchasing Decisions,Brand image has a direct effect on purchasing decisions, and it can be seen from table 4.4 in statement 2 with a mean value of 4.43.Which means that the Purchase Decision is the main consideration factor for Honda Scoopy motorcycles and students buy Honda Scoopy motorcycle products because of recommendations from college friends so that students feel satisfied to use Honda Scoopy motorcycles.

Effect of Brand Image (X) on Consumer Satisfaction (Y) through Purchase Decision (Z)
Based on the results of the analysis of hypothesis 4shows that the calculation results obtained show that the direct effect through the Purchase Decision variable (Z) is greater than the direct effect on the Consumer Satisfaction variable (Y).
These results indicate that the Consumer Satisfaction variable can be a bridging variable or a mediating variable between Brand Image variables on Consumer Satisfaction.

CONCLUSION
The results of this study have several implications for Honda Scoopy motorcycles, namely, The results of this study can be used as a basis for Honda Scoopy motorcycles to improve a good brand image in terms of consumer satisfaction with motorcycles offered to increase purchasing decisions so that students feel more satisfied when using Honda Scoopy motorcycles.The results of this study indicate that brand image can affect consumer satisfaction.(Y) through the Purchase Decision (Z) is greater than the direct influence between Brand Image variables (X) on Consumer Satisfaction (Y).

Figure 1
Figure 1 Normal P Plot of Equation I

Figure 2
Figure 2 Normal P Plot Equation II a. A constant value (b0) of 1.897 indicates the magnitude of the Consumer Satisfaction variable (Y) if the Brand Image variable (X) and Purchase Decision variable (Z) are equal to zero.b.The regression coefficient value of the Brand Image variable (X) (b2) is 0.182 indicating the large role of the Brand Image variable (X) on the Consumer Satisfaction variable (Y).This means that if the Brand Image variable factor (X) increases by 1 unit value, it is predicted that the Consumer Satisfaction Variable (Y) will increase by 0.182 value units assuming the Purchase Decision variable (Z) is constant.c.The regression coefficient value of the Purchase Decision variable (Z) (b3) is 0.497 indicating the magnitude of the role of the Purchase Decision variable (Z) on the Consumer Satisfaction variable (Y) assuming the Brand Image variable (X) is constant.

Table 1
Variable Operational Definition

Table 2
Characteristics of Respondents by Age

Table 3
Characteristics of Respondents Based on Gender

Table 4
Distribution of Answers Items Consumer Satisfaction Variable (Y)

Table 5
Distribution of Purchase Decision Variable Item Answers (Z) Source:Primary data processed, 2022

Table 6
Distribution of Brand Image Variable Item Answers (X)

Table 7
Validity Test Results

Table 8
Reliability Test Results

Table 10
One-Sample Kolmogorov-Smirnov Test

Table 11
Multicollinearity Test Results Source: Primary data processed, 2022

Table 12
Glejser Test Results

Table 13
Linear Regression Results Equation I

Table 14
Linear Regression Results Equation II Source: Primary data processed, 2022

Table 15
Coefficient of Determination of Equation IBased on table 15, it can be seen that the R square value is 0.313 or 31.3%.This indicates that the Brand Image variable (X) can explain the Purchase Decision Variable (Z) of 31.3%, the remaining 68.7% (100% -31.3%) is explained by other variables outside this research model, for example factors that influence Purchasing Decisions namely: cultural, social, personal and psychological.The coefficient of determination of equation II can be seen in Table15 below:

Table 16
Coefficient of Determination of Equation II

Table 17
Partial Test (t) Equation I 1) Hypothesis Testing Effect of Brand Image variable (X) on Purchasing Decision variable (Z)

Table 18
Partial Test (t) Equation II

Table 19
Value of Standardized Coeffients Equation I