The Influence of Brand Image and Promotion on Product Purchase Decisions Smartphone Samsung Brand at Gion Cell West Bandung Store

Iwan Ernawan Astamoen; Asep Hermawan

doi:10.55927/ijis.v2i11.6940

Authors

Iwan Ernawan Astamoen PASIM National University, Bandung
Asep Hermawan PASIM National University, Bandung

DOI:

https://doi.org/10.55927/ijis.v2i11.6940

Keywords:

Brand Image, Promotion, and Purchase Decisions

Abstract

This research is quantitative research at the Gion Cell Store in West Bandung. Researchers determined several concepts, namely brand image and promotion as independent variables, and purchasing decisions as the dependent variable. The sample in this study was 85 respondents, using the methodPurposive Sampling which aims to obtain information that is relevant and available only from certain groups. Hypothesis testing shows that promotional variables and brand image have a positive effect on purchasing decisions. This is indicated by the obtained t count for all variables greater than the t table 1.989318557. Meanwhile, for the F test, the calculated F is greater than the F table 3.107891302. The results of this research show that promotion and brand image have a significant influence on purchasing decisions with an influence of 96.8%

Downloads

Download data is not yet available.

References

Afandi, P. (2018). Manajemen Sumber Daya Manusia (Teori, Konsep dan Indikator). Riau: Zanafa Publishing.

Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: CV. Alfabeta.

Assauri, S. (2015). Manajemen Pemasaran. Jakarta: PT. Raja Grafindo Persada.

Assauri, S. (2018). Manajemen Pemasaran (Dasar, Konsep & Strategi). Depok: PT Raja Grafindo Persada.

Desfitriady, & Yuliana Sirait, S. (2019). Pengaruh Citra Merek dan Kepuasan Nasabah Terhadap Loyalitas Nasabah Tabungan BRI Simpedes di PT Bank Rakyat Indonesia (persero) TBK Kantor Cabang (Kanca) Cimahi. Jurnal Indonesia Membangun, 53(9), 1689–1699. Retrieved from https://jurnal.inaba.ac.id/

Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS (Edisi 7). Semarang: Universitas Diponegoro.

Hasibuan, M. S. P. (2014). Manajemen Sumber Daya Manusia (Edisi 18). Jakarta: PT. Bumi Aksara.

https://www.topbrand-award.com/ (Diakses pada 25 Juli 2023, pukul 20:10)

Indrawan, R., & Yuniawati, P. (2014). Metodologi Penelitian. Bandung: PT. Reflika Aditama.

Kotler, P., & Keller, K. L. (2013). Manajemen Pemasaran (Edisi 13; Jilid 2, ed.). Jakarta: PT. Indeks.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson Pretice Hall, Inc.

Lupiyoadi, R. (2014). Manajemen Pemasaran Jasa (Edisi 3). Jakarta: Salemba Empat.

Panjaitan, R. (2018). Manajemen Pemasaran (Sukarno, ed.). Sukarno Pressindo.

Philip, K., & Garry, A. (2016). Prinsip-Prinsip Pemasaran (Edisi 13.). Jakarta: Erlangga.

Prasetiyo, B., & Hidayat, T. (2019). Pengaruh Promosi Dan Word of Mouth Terhadap Keputusan Pembelian Produk Xyz Donut. Jurnal Akuntansi, 4(1), 937. https://doi.org/10.30736/jpensi.v4i1.218

Purnama, L., Suyani, T., & Hardipamungkas, N. E. (2020). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Jasa Online Gojek Di Kota Tangerang. Jurnal Ilmiah Manajemen Ubhara, 2(1), 45. https://doi.org/10.31599/jmu.v2i1.739

Sangadji, E. M., & Sopiah. (2013). Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. Yogyakarta: ANDI.

Sarinah, & Mardalena. (2017). Pengantar Manajemen. Yogyakarta: CV Budi Utama.

Soedibjo, B. S. (2013). Pengantar Metode Penelitian (Edisi 3). Bandung: Universitas Nasional Pasim.

Sudaryono. (2016). Manajemen Pemasaran Teori dan Implementasi. Yogyakarta: Andi Offset.

Sudirman, S. (2020). the Effect of Branding, Product Quality, and Reference Group on Purchasing Decisions Through Promotion As Intervention Variables (Case Study of Samsung Customer At Meteor Cell Store Malang). Jurnal Ilmu Manajemen (JIMMU), 4(2), 170. https://doi.org/10.33474/manajemen.v4i2.3734

Sugiyono. (2013). Metodelogi Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: CV. Alfabeta.

Suparyanto, & Rosad. (2015). Manajemen Pemasaran (I. Media, ed.). Yogyakarta.

Tjiptono, F. (2014). Pemasaran Jasa - Prinsip, Penerapan, dan Penelitian. Yogyakarta: Andi Offset.

Tjiptono, F. (2015). Strategi Pemasaran (Edisi 4). Yogyakarta: Andi Offset.

Yoeliastuti, Y., Darlin, E., & Sugiyanto, E. (2021). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Melalui Aplikasi Penjualan Online Shopee. Jurnal Lentera Bisnis, 10(2), 212. https://doi.org/10.34127/jrlab.v10i2.425