PENGARUH BRAND IMAGE DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Tekun Jatinangor)

JURNAL LENTERA BISNIS Pub Date : 2024-05-15 DOI:10.34127/jrlab.v13i2.1095

Fauziah Husna, Erna Maulina, Raden Marsha Aulia Hakim

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Abstract

This research aims to observe the influence of brand image and sales promotion on purchasing decisions at Tekun Jatinangor outlets. The method used is quantitative with a survey method. By distributing research questionnaires using Google Form, data was obtained using a Likert scale which was processed and tested using SPSS 25. The population is people who have made Tekun purchases in Jatinangor so the population size is unknown. Samples were taken using non-probability sampling, namely purposive sampling. Due to the uncertain population size, the sample size was calculated using the Cochran formula to obtain 100 respondents. From the results of research and hypothesis testing, it can be obtained that brand image and sales promotion have a positive effect on purchasing decisions with a sig. 0,000. Sales promotion has a positive effect on purchasing decisions with a sig value. 0.010. Brand image and sales promotion have a positive effect on purchasing decisions with a significance value of 0.000. The results of this research show that the R square coefficient value is 54.9%. Key words: Brand image, Sales promotion, Purchase Decisions

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品牌形象和销售宣传对购买决策的影响（在 Tekun Jatinangor 进行的研究）

本研究旨在观察品牌形象和促销活动对 Tekun Jatinangor 商店购买决策的影响。采用的方法是定量调查法。通过使用谷歌表格分发调查问卷，使用李克特量表获取数据，并使用 SPSS 25 进行处理和测试。调查对象是在 Jatinangor 购买过 Tekun 的人，因此人口数量不详。样本采用非概率抽样，即目的性抽样。由于人口数量不确定，因此使用科克兰公式计算样本量，以获得 100 名受访者。从研究结果和假设检验中可以得出，品牌形象和促销对购买决策有积极影响，sig.0,000.促销对购买决策有积极影响，其 sig 值为 0.010。0.010.品牌形象和促销对购买决策有积极影响，显著值为 0.000。研究结果表明，R 平方系数值为 54.9%。关键词：品牌形象品牌形象、促销、购买决策

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JURNAL LENTERA BISNIS

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