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All Journal Jurnal Manajemen Bisnis dan Kewirausahaan
Sari, Diyana Permata
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Decision Sciences, Operations Research & Management

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The Influence of Promotions on Purchase Decision Through Brand Image as a Mediation Variable: Study at The Semprit RIHO Cake Factory Sari, Diyana Permata; Usdek, Dicky Wisnu; Putri, Viajeng Purnama
Jurnal Manajemen Bisnis dan Kewirausahaan Vol. 4 No. 01 (2024): MARCH
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jamanika.v4i01.32530

Abstract

This study aims to determine the effect of promotion on purchasing decisions through brand image as a mediating variable. The sampling technique uses accidental sampling. This research was conducted on consumers of the Semprit factory "RIHO" with a total of 100 respondents. Collecting data in this study using a questionnaire. The data analysis techniques used are path analysis, hypothesis testing using the t-test, and Hayes analysis. The results of this research show that promotion has a positive effect on brand image, brand image has a positive effect on purchasing decisions, promotion affects purchasing decisions and brand image can mediate the effect of promotion on purchasing decisions.
Co-Authors Usdek, Dicky Wisnu Viajeng Purnama Putri