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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Fathullah, Muhammad Falih
Unknown Affiliation
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

Purpose – The objective of this quantitative explanatory research is to identify the effects of sales promotion and brand image on the repurchase decision of Standard Beef products in Malang City.   Design/methodology/approach – This study uses a purposive sampling technique, involving 88 respondents who have previously purchased Standard Beef products. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 23.   Findings – The results show that sales promotion has a significant partial effect on repurchase decision. Brand image also has a significant partial effect on repurchase decision. Furthermore, sales promotion and brand image simultaneously have a significant effect on repurchase decision of Standard Beef products.   Originality/value – This study contributes to the literature on consumer repurchase behavior in the culinary sector by integrating sales promotion and brand image as key determinants of repurchase decision in a local business context.
Co-Authors Nugroho, Dian Ari