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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Fathullah, Muhammad Falih
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Decision Sciences, Operations Research & Management

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The Effect of Promotion and Image on Repurchase Decisions Fathullah, Muhammad Falih; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.22

Abstract

The objective of this quantitative explanatory research is to identify the effects of sales promotion and brand image on the decision to repurchase the products of Standard Beef in Malang City. Using purposive sampling, 88 people who have bought the products of Standard Beef were selected as the respondents. The data was harvested via questionnaires and analyzed through multiple linear regression in SPSS version 23. This study finds that sales promotion partially has a significant impact on the decision to repurchase the products of Standard Beef, that brand image also partially has a significant influence on the decision to repurchase the products of Standard Beef, and that both sales promotion and brand image simultaneously affect the decision to repurchase the products of Standard Beef.
Co-Authors Nugroho, Dian Ari