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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Arief, Ajeng Rossa Aulia
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Economics, Econometrics & Finance

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Pengaruh citra merek dan promosi terhadap keputusan pembelian produk Uniqlo Sitinjak, Tumpal Janji Raja; Arief, Ajeng Rossa Aulia
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. Spesial Issue 4 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (377.055 KB) | DOI: 10.32670/fairvalue.v4iSpesial Issue 4.1416

Abstract

Technology and information in recent years are growing rapidly and communication tools that are much in demand by the public, namely through the internet. One of the visible developments of this technology is gadgets so that the tendency to engage in online activities such as chat, e-mail, browsing and online shopping is easier to access. Fashion and accessories occupy the number 1 product sought after when shopping online, so the author is interested in conducting brand image research and promotion of Uniqlo product purchase decisions through Uniqlo online store. The object of this research is a Uniqlo product purchased online through the Uniqlo website or application. Researchers collected questionnaire data using Google Form, a sample withdrawal by way of nonprobability sampling with the Judgement Sampling approach. The conclusion in this study is that brand image and promotion have a positive influence on purchasing decisions.
Co-Authors Tumpal Janji Raja Sitinjak