品牌形象与促销对PT. Gaya汽车分公司产品购买决策的影响

Indikator: Jurnal Ilmiah Manajemen dan Bisnis Pub Date : 2023-08-01 DOI:10.22441/indikator.v7i3.20581

Mita Mita, Amsah Hendri Doni

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引用次数: 0

摘要

本研究旨在确定和分析品牌形象和促销对PT. Taxi . Motorcycle Style的产品购买决策的影响。武吉丁吉市的塔洛底波市。作者进行的研究类型是使用定量方法的实地调查。本研究使用的数据是PT. Style Motor Cab的访客数据。武吉亭吉市达禄帝坡2017-2021年期间(每年)。本研究使用SPSS (statistical package for social science) 26程序对数据进行处理。结果显示，部分品牌形象的值为0.00小于0.05或(0.00 0.05)，因此可以得出促销变量不部分影响决策的结论。同时品牌形象和推广有F计数>或f表17.681 bbb3.093。由此可以得出结论，品牌形象和促销对购买决策有显著影响。

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The Influence of Brand Image and Promotion On Product Purchasing Decisions at PT. Gaya Motor Branch Tarok Dipo Bukittinggi City

This study aims to determine and analyze the effect of brand image and promotion on product purchasing decisions at PT. Taxi Motorcycle Style. City of Tarok Dipo Bukittinggi. The type of research that the authors conducted was field research using a quantitative approach. The data used in this study were visitor data at PT. Style Motor Cab.Tarok Dipo Bukittinggi City 2017-2021 period (per year). This study used the SPSS (statistical package for social science) 26 program to process the data. The results showed that partially brand image has a value of 0.00 less than 0.05 or (0.00 <0.05) thus it can be concluded that the brand image variable partially influences purchasing decisions, promotion is 0.868 greater than 0 .05 or (0.868 > 0.05) so that it can be concluded that the promotion variable does not affect the decision partially. Simultaneously brand image and promotion have F count > F table or 17.681 > 3.093. Thus it can be concluded that brand image and promotion have a significant effect on purchasing decisions.

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Indikator: Jurnal Ilmiah Manajemen dan Bisnis

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