Luxury: Landscape of Business Administration
Vol. 1 No. 1 (2023): Luxury: Landscape of Business Administration

Promotion, Brand Image, and Customer Relationship Management on Aluminum Purchase Decisions at PT Global Alumindo Perkasa

Purba, Jansaris Othniel (Unknown)
Christina, Cindy (Unknown)
Wijaya, Evelyn (Unknown)
Andi (Unknown)
Syahputra, Hidayat (Unknown)

Article Info

Publish Date
31 Jan 2023

Abstract

The purpose of this study was to determine and analyze the effect of promotion, brand image, and customer relationship management on purchasing decisions. This research was conducted at PT Global Alumindo Perkasa which is located at Jalan Soekarno-Hatta No.9 Pekanbaru. The population of this study is consumers who make purchases at PT Global Alumindo Perkasa, so the sample in this study is 120 with an accidental sampling technique. Data analysis using multiple linear regression. The results of the study explain that promotion and customer relationship management have a positive and significant influence, while the brand image has a positive and insignificant effect on purchasing decisions. For further researchers, it is expected to develop this research by adding other variables.

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Journal Info
Luxury: Landscape of Business Administration
Website

Abbrev

luxury

Publisher

First Ciera Publisher

Subject

Economics, Econometrics & Finance Social Sciences

Description

Luxury: Landscape of Business Administration is a research journal that aims to investigate and analyze phenomena in the context of business administration. This topic can cover various aspects related to the industry, such as brand management, marketing strategy, supply chain management, customer ...