PENGARUH PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DETERJEN DAIA DI KOTA BATAM
Keywords:
Brand Image; Promotion ; Purchase DecisionAbstract
The case is about aims to known the influence of promotion and brand image on the decision to purchase Daia detergent in Batam City. The analysis in this study used independent variables as promotion, and brand image and dependent variables were purchasing decisions. The research samples are some of the consumers who bought daia detergent in Batam City. Samples using is accidental sampling method, which is a sampling technique by chance that everyone who accidentally met with researchers can be used as a sample, if it is felt that the person who happened to be encountered has certain characteristics needed by the researcher. The test results proved that the promotion result a significan and positiv effection on the purchase decision at a significance of 0.000 < 0.05, and the brand image had a significant and positive effect on the purchase decision, where there is a significance of 0.004 < 0.05 and simultaneousl the promotion and brand image had a significan influenc on the purchase decision with a significance value of 0.000
References
Alma, B. (2018). Manajemen pemasaran & pemasaran jasa. Alfabeta.
Batlajery, S., & Alfons, M. (2019). Analysis Of The Effect Of Public Relation And Sales Promotion On Decision Making Processes For Buying Water Refills In Merauke. International Journal of Mechanical Engineering and Technology, 10(03), 760.
Fernando. (2018). Pemgaruh kualitas produk, harga, promosi, dan distribusi terhadap keputusan pembelian produk sanitary ware toto di kota denpasar. 7. https://doi.org/https://doi.org/10.2 4843/EJMUNUD.2018.v7.i01.p17
Hafid, H. (2018). Pengaruh Pelayanan, Brand Image dan Promosi Terhadap Keputusan pembelian Produk Wardah. 13(2).
Hermawan Fambang. (2018). Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian Konsumen Sepeda Motor Honda Beat di Dealer MPM Motor Kalisat. 15.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). pearson education.
Shinta, A. (2011). Manajemen pemasaran. UB Press.
Sitompul, S. S. (2019). Model analisis pengaruh citra merek dan harga terhadap keputusan pembelian xiaomi smartphone. Journal of Economic, Business and Accounting, 2 Nomor 2, 325. https://doi.org/https://doi.org/10.3 1539/costing.v2i2.611
Wibowo, A. E. (2012). Aplikasi Praktis SPSS Dalam Penelitian. Gava Media.
Wicaksono, d. A., sumarsono, h., & santoso, a. (2019). Pengaruh citra merek (brand image), kualitas produk, dan desain produk terhadap keputusan pembelian pada produk batik mukti. Jurnal Ekonomi, Manajemen & Akuntansi, 3(1), 81–89
