PENGARUH PROMOSI DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SHOPEE DI MASA PANDEMI DI HARAPAN INDAH BEKASI, JL. GARUDA JAYA,RT 08/12

Authors

  • Fitri Febriyanti Institut Ilmu Sosial dan Manajemen STIAMI
  • Cundo Harimurti Institut Ilmu Sosial dan Manajemen STIAMI

DOI:

https://doi.org/10.31334/jambis.v2i2.2502

Keywords:

Promotion, Brand Image, Purchasing Decision

Abstract

This study aims to determine the effect of promotion and brand image on shopee product purchasing decisionsduring the pandemic in Harapan Indah Bekasi, jl. Garuda jaya. The research method used is a quantitative method. Data collection techniques used in the form of questionnaires and literature. The population of this research is residents in Harapan Indah Bekasi, jl. Garuda jaya. The sampling technique inthis research is non-probability sampling with population sampling method. The sample is 36 samples. Analysis of the data used is multiple linear regression analysis using IBM Statistics software version 20. The results showed that the Promotion has an influence on the Purchase Decision by 63.2%. Brand Image has aninfluence of 75.4% on the Purchase Decision. Promotion and Brand Image affect the purchasing decision variables simultaneously with a value of 77.3% of which 22.7% is explained by other factors not included in this study.

References

Sugiyono. (2017). Sampel. http://repository.unpas.ac.id/30290/6/BAB%20III.pdf, 54.

Kotler, & Keller. (2012). Pengertian Brand image.

https://dspace.uii.ac.id/bitstream/handle/123456789/16391/05.2%20bab%202.pdf?sequence =7&isAllowed=y#:~:text=Menurut%20Kotler%20and%20Keller%20(2012,satunya%20dapat%

menciptakan%20keunggulan%20bersaing., 10.

Kotler, & Keller. (2013). Kerangka Teori Brand Image.

http://repository.unpas.ac.id/33612/3/BAB%20II%20FIX.pdf, 27-29.

Kotler, & Armstrong . (2012). Kerangka Teori Promosi.

http://repository.unpas.ac.id/11765/4/BAB%20II.pdf, 33-34.

Kotler, & Armstrong. (2012). Pengertian promosi.

http://repository.unpas.ac.id/11765/4/BAB%20II.pdf, 7

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Published

2022-09-05

Issue

Vol. 2 No. 2: April 2022

Section

Articles

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