The Influence of Promotion, Price and Brand Image on Purchasing Decisions
Study of Homedoki Furniture Store Consumers in Tangerang
DOI:
https://doi.org/10.55606/bijmt.v3i3.2156Kata Kunci:
Promotion, Price, Brand Image, Purchase DecisionAbstrak
The purpose of this research is to determine the influence of promotion, price and brand image on purchasing decisions for the Homedoki Furniture Store in Tangerang. This research uses a Non Probability Sampling technique using a saturated sample method. The population in this study was 35 respondents. This research was carried out using the multiple linear regression method assisted by the SPSS version 25 program and Microsoft Excel 2013. The results of the research used the Multiple Linear Regression Analysis Method Y = 1.166 + 0.474 (X1) + - 0.152 (X2) + 0.656 (X3) + € , so it can be concluded that Promotion has a significant effect on Purchasing Decisions, Price has no effect on Purchasing Decisions, and Brand Image has a significant effect on Purchasing Decisions.
Referensi
Alma, Buchari. 2016. Marketing Management and Services Marketing. Bandung, Alphabeta.
Angas, IC (2021). The Influence of Price and Product Quality on the Decision to Purchase Solar Panels at Sinar Surya Abadi Makassar. Telkom University Open Library.
Duli, N. (2019). Quantitative Research Methodology: Some Basic Concepts for Thesis Writing & Data Analysis Using SPSS. CV Budi Utama.
Sugiyono. (2016). Quantitative, Qualitative and R&D Research Methods. Alphabet.
Sugiyono. (2017). Quantitative, Qualitative and R&D Research Methods. Alphabet.
Sugiyono. (2018). Quantitative, Qualitative and R&D Research Methods. Alphabet.
Sugiyono. (2019). Quantitative, Qualitative and R&D Research Methods (M. Dr. Ir. Sutopo S.pd (ed.); Second Edition). ALPHABET, cv.
