Pengaruh Harga, Brand Image dan Promosi Instagram terhadap Keputusan Pembelian Jajanan Tradisional Klepon Crot di Kota Denpasar

Abstract

This study aims to determine the effect of price, brand image, and instagram promotion on purchasing decisions for Klepon Crot Traditional Snacks. The number of samples in this study were 100 customers of Klepon Crot Traditional Snacks. The method of determining the sample uses a non-probability sampling method, the type of purposive sampling. The data analysis method used is multiple linear regression. Based on the results of the study, it can be seen that: (1) price has a positive and significant effect on purchasing decisions, (2) brand image has a positive and significant effect on purchasing decisions, (3) Instagram promotion has a positive and significant effect on purchasing decisions, (4) price, brand image and Instagram promotion have a significant and significant effect on purchasing decisions. Klepon Crot in improving purchasing decisions, is expected to be able to rearrange the strategy in determining the selling price of products, displaying attractive advertising stars in subsequent product advertisements, so that it can attract public attention and is expected to remember more advertisements for Klepon Crot products, develop moreover programs sales promotion and routinely innovate products.