Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL MANAJEMEN MOTIVASI
Nathanael Napitupulu, S. Kristian
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Brand Image, Price, and Promotion on Purchase Decisions of Teh Botol Sosro Nathanael Napitupulu, S. Kristian; Kartika, Dewi; Lestari, Ade Nadia; Efendi, Nasrul
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9174

Abstract

This study examines the effects of brand image, price, and promotion on consumers' purchase decisions for Teh Botol Sosro in Medan. A quantitative descriptive approach was employed using data from 96 respondents selected through incidental sampling. The data were analyzed using multiple linear regression. The results indicate that promotion has a positive and significant effect on purchase decisions, whereas brand image and price have positive but insignificant effects. Simultaneously, all three variables significantly influence purchase decisions, explaining 64.2% of the variance. These findings suggest that strengthening promotional strategies while maintaining brand consistency and competitive pricing can improve consumer purchase decisions.
Co-Authors Dewi Kartika Lestari, Ade Nadia Nasrul Efendi