PENGARUH CITRA MEREK,KEMASAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN COCA COLA (Studi Pada Supermarket Lion Superindo di Kota Malang)

Authors

  • Cries Setya Yanuar Fakultas Ekonomi dan Bisnis, Universitas Widyagama Malang
  • Yekti Intyas Rahayu Fakultas Ekonomi dan Bisnis, Universitas Widyagama Malang
  • Zulkifli Fakultas Ekonomi dan Bisnis, Universitas Widyagama Malang

Keywords:

Brand Image, Packaging, Sales Promotion

Abstract

This research purposed to analyze the influence of brand image, packaging, and sales promotion on the purchasing decision of Coca Cola product at PT Lion Super Indo Malang. The type of research used is explanatory research and with a quantitative approach. Respondents in this research were 97 people, while the method used was non-probability sampling with accidental sampling. The data was collected by distributing questionnaires and analyzed through multiple linear regression using IBM SPSS Statistics software. Regression results showed that (1) variables of brand image, packaging, and sales promotion have a simultaneous effect on purchasing decisions. (2) variable of brand image, packaging, and sales promotion have a partial effect on purchasing decisions. (3) Brand image has the most dominant influence on purchasing decisions.

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Published

2021-03-23

Issue

Section

Articles