The influence of brand image on consumer purchasing decisions at Isola Wine Bali

Abstract

This study aims to analyse the influence of brand image on consumer purchasing decisions on Isola Wine Bali, a local wine product that combines Italian viticultural traditions with the natural wealth of Bali. Data was collected through distributing questionnaires to 100 respondents who are Isola Wine consumers in 2025, and analysed using multiple linear regression through the IBM SPSS version 25 application. The results showed that brand image has a positive and significant influence on consumer purchasing decisions. The higher consumers' positive perception of Isola Wine Bali's brand image, the more likely they are to make a purchase. The findings provide important implications for local product marketing strategies, especially in strengthening brand image to increase purchasing decisions