PENGARUH BRAND IMAGE DAN PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN PADA DISTRO FINDS SUPPLY GIANYAR
THE INFLUENCE OF BRAND IMAGE AND ONLINE PROMOTION ON PURCHASE DECISIONS AT DISTRO FINDS SUPPLY GIANYAR
Abstract
In today's times, consumersxare veryxcritical inchoosing a product, thexdecision toxbuy a product is stronglyx influenced by variousxforms of evaluation of the product. The purpose of this study was toxdetermine thexeffect of brandximage and onlinexpromotion partiallyxand simultaneouslyxon purchasing decisionsxat Finds Supply Gianyar Distro. Thexsample in thisxstudy were consumersxwho had purchasedxproducts andxvisited Finds Supply Distros, totaling 110 respondents. Determinationxof the numberxof respondents (sample) wasxcarried out using purposivexrandomxsampling. Data were analyzedxusing multiplexlinearxregression analysis, determination analysis, ttestxstatistical analysis (t-test), and Ftest statisticalxanalysis (F-test). The results showed that there was a partialxandxsimultaneous positivexandxsignificant influence between brandximage and onlinexpromotion on purchasingxdecisions at Distro Finds Supply Gianyar.
References
Buchari, Alma. 2013. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta
Ferdinand, Augusty. 2013. Metode Penelitian Manajemen. Semarang. Badan Penerbit Universitas Diponegoro
Khuong, M. N. and Tran, N. T. H. 2018. The Impacts of Product Packaging Elements on Brand Image and Purchase Intention : An Empirical Study of Phuc Long’s Packaged Tea Products’, International Journal of Trade, Economics and Finance, 9(1), pp. 8–13
Kotler Philip dan Kevin L. Keller. 2018. Marketing Management. Edisi ke 15. Penerbit Pearson Education Limited.
Kotler Philip, dan Gary Armstrong. 2018. Marketing an Introducing, Global Edition, 14 th Edition, Pearson Education
Prastika, Dewi Dwi. 2020. Pengaruh Brand Image Dan Harga Terhadap Pengambilan Keputusan Pembelian Pada Toko Distro Kaos Miko Di Kota Dumai Menurut Perspektif Ekonomi Islam. Skripsi. Fakultas Syari’ah Dan Hukum Universitas Islam Negeri Sultan Syarif Kasim Riau-Pekanbaru.
Pribadi,W. 2010. Promosi online melalui media internet. Jakarta:Bukune
Safitri, Anisa Noer. Dan Robertus Basiya. 2022. Pengaruh Brand Image, Lifestyle, dan Promosi Media Sosial Terhadap Keputusan Pembelian di Toko 3Second. YUME : Journal of Management, Volume 5 Issue 2. Universitas Stikubank Semarang.
Saraswati Sujana, Made Sintha Ayu dan I Gusti Ayu Ketut Giantari. 2017. Peran Brand Image Memediasi Hubungan Celebrity Endorser Dengan Purchase Intention. Forum Keuangan dan Bisnis Indonesia (FKBI) VI. Fakultas Ekonomi dan Bisnis, Universitas Udayana.
Sugianto, M. Yudis. 2021. E-Marketing, Keragaman Produk dan Keputusan Pembelian (Studi Pada UKM Batik Surya 26 Kabupaten Tuban). Jurnal Kajian Ilmu Manajemen, Vol. 1 No.1. Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura.
Sugiyono. 2017. Metode Penelitian Kuantitatif, kualitatif dan R & D. Bandung : Alfabeta.
Widyastuti, Sri & Muhammad Said. 2017. Consumer Consideratin in Purchase Decision of SPECS Sports Shoes Product through Brand Image, Prodengan judul “Impact of Brand Image on Consumers Purchase Decision. International Journal of Research in Social studies. Volume 7. Issue 10. Oktober. ISSN : 2249-2496.
Suryawan, Tjokorda Gde Agung Wijaya Kesuma & I Komang Sumerta. 2023. How Product Review, Price and Ease of Transaction Affect Online Purchase Decision: Study of Bukalapak Users in Gelgel Village, Bali. JBTI : Jurnal Bisnis : Teori dan Implementasi. page: 287-305. Management Department, Faculty of Business and Economics, Universitas Ngurah Rai.
Copyright (c) 2024 I Kadek Boga Tirtawan, Made Mulia Handayani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
