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All Journal Journal of Information System, Applied, Management, Accounting and Research
Sumarwan, Romie Giri Ginanjar
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Computer Science & IT Decision Sciences, Operations Research & Management

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Pengaruh Brand Image, Harga Dan Promosi Penjualan Terhadap Minat Beli Di Transmart Sumarwan, Romie Giri Ginanjar; Herlina, Listri
Journal of Information System, Applied, Management, Accounting and Research Vol 9 No 1 (2025): JISAMAR (December-February 2025)
Publisher : Sekolah Tinggi Manajemen Informatika dan Komputer Jayakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52362/jisamar.v9i1.1717

Abstract

This study aims to analyze the influence of Brand Image, Price, and Sales Promotion on consumer purchasing interest at Transmart. In the context of the rapidly evolving retail industry, particularly in Indonesia, these factors are crucial for understanding consumer behavior. The research employs a quantitative method with a descriptive approach, involving 100 respondents from the productive population in Bandung Regency. Data were collected through an online questionnaire. The analysis results indicate that brand image has a positive and significant effect on purchasing interest, while price does not show a significant impact. Sales promotion also proves to have a positive influence on purchasing interest. Overall, the regression model reveals that 39.5% of the variation in purchasing interest can be explained by brand image, price, and sales promotion. This research provides valuable insights for retail managers in formulating effective marketing strategies to enhance consumer purchasing interest.
Co-Authors Listri Herlina