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All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Waruwu, Otomosi
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Economics, Econometrics & Finance Other

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PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SEHAT BAKERY SIBULUAN INDAH Waruwu, Otomosi; Ambarita, Rosmita; Hasibuan, Nur’ainun
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 3 No. 2 (2023): Juni: Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v3i2.456

Abstract

The formulation of the problem in this study is whether brand image and promotion influence consumer purchasing decisions at Sehat Bakery Sibuluan Indah? The purpose of this study was to find out and analyze the influence of brand image and promotion on consumer purchasing decisions at Sehat Bakery Sibuluan Indah. The hypothesis in this study is brand image and promotion have a positive effect on consumer purchasing decisions at Sehat Bakery Sibuluan Indah. population of 250 people. The sample is 63 people. Data sources come from primary and secondary data. The research results show that the coefficient of determination R Square is 56.4%. Simultaneous testing obtained Fcount (38.829) greater than Ftable (3.15) or (38.829 > 3.15) meaning that brand image and promotion together have a positive effect on consumer purchasing decisions. Brand image variable has a positive and significant effect on purchasing decisions consumers where the t-count value is 2.738 > the t-table value is 1.999. Partially the promotion variable has the most dominant influence on consumer purchasing decisions, where the t-count value is 5.703 > ttable 1.999
Co-Authors Ambarita, Rosmita Hasibuan, Nur’ainun