THE INFLUENCE OF BRAND IMAGE, PRICE AND PROMOTION ON PURCHASE DECISION (Case Study on Gea Geo Store)

Abstract

The purpose of this the research is to know the influence of brand image, price, and promotion toward purchase decision of batik in Toko Gea Geo. This study uses a quantitative approach to the customer population in Gea Geo stores. Samples are taken using the calculation of Slovin formula. Data analysis using multiple linear regression model, F test, t test and R2 test. The results showed that simultaneously the variables of brand image, price and promotion had an effect on purchasing decisions. This is evidenced by the results of the F test has a significance value of 0.000 <0.05. The results of the t-test for the brand image variable obtained a significance value of 0.005, the price variable was 0.013 and the promotion variable was 0.001 where the value was smaller than 0.05. Based on the results of the t test, it can be concluded that all variables, namely brand image, price and promotion also affect purchasing decisions. The coefficient of determination (R2) is 0.276 or (27.6%) consumer purchasing decisions at Gea Geo stores are influenced by brand image, price, and promotion variables. While 72.4% is influenced by other variables outside of this study. . Keyword: Brand image, Price, Promosi, Purchase decision