PERTANIKA JOURNAL OF TROPICAL AGRICULTURAL SCIENCE

The objective of this paper was to examine the impact of brand image on purchase decision of nitrogen at PERTAMINA Gas Stations. It used associative research and data was collected through a field survey from three Green Nitrogen outlets at different PERTAMINA Gas Stations. A set of questionnaires was distributed to 114 customers of green nitrogen outlets in Jakarta. Multiple regression analysis assessed the impact on purchase decision of three key constructs of brand image, including corporate image, user image, and product image. The results showed three components, namely corporate image, user image, and product image simultaneously had a significant influence on the purchase decision. However, corporate image and product image were variables that had a significant influence. Product image was a variable that had the most significant influence, while user image had no significant influence on purchase decision.