A Literature Review on The Influence of Promotion, Price and Brand Image to Purchase Decision

Abstract

This research is motivated by the rapid development of technology at this time in all aspects including information. In addition, according to (Made et al., 2018) and (Foster, 2016) that brand image is an interesting topic to be a variable that influences a consumer's purchasing decision on a cosmetic product. This is more interesting because currently Indonesian consumers like to consume cosmetics made from natural ingredients made from plants. So the marketing strategy which consists of promotion, price and consumer taste factors, namely brand image influences purchasing decisions. This study aims to collect and analyze published articles about the effect of promotion, price and brand image on purchasing decisions. Research design is a literature review. Articles published in the last ten years that appear in 6 management and business journals that are academically recognized have been reviewed in this study. Based on the results of the literature review that promotion, price and brand image are expected to increase purchasing decisions. Purchasing decisions can be measured by increasing sales data. So promotion, price and brand image have a significant influence on purchase satisfaction.