Pengaruh Citra Merek dan Promosi terhadap Minat Beli Produk
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
brand image, promotion, purchase interestAbstract
Purchase Intention is where there is a desire in a person to make a purchase of a product. There are factors that can influence consumer buying interest. One factor is brand image and promotion. This research aims to determine the influence of brand image and promotion on purchasing interest. The research method used is quantitative. Research location PT. Bagoes Baliindo Jaya in Gianyar Regency. The sample used was 100 respondents. The data analysis techniques used are Validity Test, Reliability, Classical Assumptions, Multiple Linear Regression, Determination Coefficient, T Test and F Test. Based on the research results, the results show that brand image has a significant positive effect on buying interest, promotion has a significant positive effect on buying interest, and simultaneously brand image and promotion have a positive and significant effect on purchasing interest. The magnitude of the influence of the independent variable on buying interest is 71.2%. The suggestion in this research is the Building Materials Supermarket PT. Bagoes Baliindo Jaya in Gianyar Regency should increase the color variations of TOTO Brand Sanitary Products, regularly create advertisements on social media and always offer TOTO Brand Sanitary Products with good quality.
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