JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

The Influence of Brand Image, Price, and Promotion on Purchase Decisions of Teh Botol Sosro

Nathanael Napitupulu, S. Kristian (Unknown)
Kartika, Dewi (Unknown)
Lestari, Ade Nadia (Unknown)
Efendi, Nasrul (Unknown)

Article Info

Publish Date
25 Jul 2026

Abstract

This study examines the effects of brand image, price, and promotion on consumers' purchase decisions for Teh Botol Sosro in Medan. A quantitative descriptive approach was employed using data from 96 respondents selected through incidental sampling. The data were analyzed using multiple linear regression. The results indicate that promotion has a positive and significant effect on purchase decisions, whereas brand image and price have positive but insignificant effects. Simultaneously, all three variables significantly influence purchase decisions, explaining 64.2% of the variance. These findings suggest that strengthening promotional strategies while maintaining brand consistency and competitive pricing can improve consumer purchase decisions.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...