The Role of Brand Image as a Mediation of The Effect of Advertising and Sales Promotion on Customer Purchase Decision

Abstract

Some researchers and marketing practitioners still rarely study comprehensively and in-depth the role of advertising and sales promotion in improving brand image and customer purchase decisions, especially by involving well-established basic theories in the field of marketing science. This study aims to examine and analyze in a comprehensive and in-depth manner the role of advertising, sales promotion, and brand image on customer purchase decisions on the ShopeeFood platform in Indonesia. This study uses a survey approach and involves as many as 198 teenagers and adults who have used online food delivery services. The process of testing and analyzing data used a structural equation modeling (SEM) approach with software AMOS version 24. This study confirmed several findings, advertising and sales promotion were found to have a significant effect on brand image and customer purchase decisions, the brand image was also found to have a positive and significant effect on customer purchase decisions. This study explains that advertising, sales promotion, and brand image are the antecedents of attitude that encourage the formation of behavior within the framework of the theory of planned behavior (TPB). This study can be used as a reference for marketing practitioners to develop and design effective strategies to build and improve brand image and customer purchasing decisions for a product or service they offer. Keywords: Advertising, Sales Promotion, Brand Image, Customer Purchase Decision DOI: 10.7176/JESD/13-8-09 Publication date: April 30 th 2022