The printing industry is one of the industries in the category of manufacturing that has a very
important role in the world economy. A country can survive and will continue to grow if there
is strong economic activity in it. Economic activity in the printing industry can be said to be
strong if demand will increase rapidly when raw goods have been processed in such a way as
finished goods such as paper prints so that it has added value or value for its users. The
industrial revolution is a development carried out to advance and develop the industry
towards a better direction with the help of digital. The impact of the industrial revolution
caused a decline in paper demand in the printing industry (paperless) which caused printing
revenue of CV. Sumber Makmur also declined. The role of B2B marketing is considered to be
able to help with the problems that are occurring. This study aims to analyze the factors that
can influence purchasing decisions using brand image.
Implementation of research in October 2017 until August 2018, using primary data
from respondents who are consumers of CV. Sumber Makmur Semarang who has made a
purchase will examine consumer perceptions about the impact of product quality, product
design and competitive prices on a continuousform paper product that will influence brand
image and purchasing decisions and use secondary data. Non probability sampling is used
for sampling. Data were collected from 136 respondents who were selected using
considerations which must have criteria for having purchased continuousform paper prints
twice on CV. Sumber Makmur, Semarang. The analytical method is the Maximum Likelihood
Test with the AMOS program version 21.0
The results of this study are product quality, product design, and competitive prices
affect brand image has a positive relationship. Brand image has a positive influence on
purchasing decisions. This means that when independent factors such as product quality,
product design and competitive prices increase, purchasing decisions on the CV brand
image. Sumber Makmur Semarang also increased significantly. This study concludes that
product quality, product design, and competitive prices influence the brand image that
influences purchasing decisions, both partially and simultaneously. In addition, the latest
digital technology is indeed considered capable of taking over the position of paper in
aspects of life, but cannot replace the role of paper as a legitimate written physical media
and acknowledged its existence