Peran Promosi dan Citra Merek dalam Meningkatkan Keputusan Pembelian Online

  • Desak Putu Melani Dewi Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
  • Dewa Nyoman Benni Kusyana Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Keywords: promotion, brand image, purchasing decisions

Abstract

Purchasing decisions play an important role for the survival and development of a company, as well as a product because consumers ultimately decide to choose at least one option between at least two available options. Purchasing decisions can be influenced by the promotional activities carried out and the brand image of a product. The purpose of this study was to determine the effect of promotion and brand image on purchasing decisions. This research was conducted in Gianyar Regency towards people who have shopped on the e-commerce site Shopee with 130 respondents who acted as purchasing decision makers using purposive sampling technique.. The data that has been collected is then tested for validity and reliability, followed by a classic assumption test and multiple linear regression analysis. The results of the analysis conclude that promotion and brand image have a positive and significant effect on purchasing decisions.

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Published
2022-11-01
How to Cite
Dewi, D. P. M., & Benni Kusyana, D. N. (2022). Peran Promosi dan Citra Merek dalam Meningkatkan Keputusan Pembelian Online. WidyaAmrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 2(4), 1072-1083. https://doi.org/10.32795/widyaamrita.v2i4.1610