Brand Image and Consumer Purchase Decisions: A Structural Equation Modeling Study of Meutuah Baro Rice in Aceh Besar, Indonesia

Abstract

In modern marketing, brand image plays a crucial role in shaping consumers’ perceptions and purchase decisions. However, empirical evidence on the influence of brand image in the context of staple food products, particularly local rice brands, remains limited. This study aims to examine the effect of brand image on consumers’ purchase decisions for Meutuah Baro rice in Aceh Besar, Indonesia. A quantitative research design was employed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Data were collected from 96 consumers at Lambaro Market through a structured questionnaire. The results show that brand image has a significant positive effect on purchase decision, with a path coefficient of 0.668. Brand image explains 44.7% of the variance in purchase decisions, indicating a moderate level of explanatory power. The brand image construct is primarily formed by perceived premium quality, brand awareness, brand distinctiveness, brand–quality association, and consumer confidence, while purchase decisions are driven by product suitability for household needs, positive consumption experience, and consistent product availability. These findings demonstrate that brand image remains a key determinant of consumer behavior even for staple food products.