Pengaruh Promotion Mix dan Brand Image terhadap Keputusan Pembelian pada Pondok Cokelat Hatta Samarinda

Authors

  • Siti Juwariyah Universitas Mulawarman, Samarinda, Indonesia

DOI:

https://doi.org/10.59141/jiss.v2i09.407

Keywords:

promotion mix; brand image; keputusan pembelian.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial antara variabel promotion mix dan brand image terhadap keputusan pembelian pada Pondok Cokelat Hatta Samarinda. Promotion Mix (X1) dan Brand Image (X2) digunakan sebagai variabel independen, sedangkan Keputusan Pembelian (Y) digunakan sebagai variabel dependen. Jenis penelitian yang digunakan adalah penelitian kuantitatif. Teknik sampling yang digunakan adalah Simple Random Sampling dengan jumlah sampel sebanyak 100 responden. Teknik analisis data yang digunakan adalah analisis regresi linier berganda. Simpulan dalam penelitian ini adalah terdapat pengaruh yang positif dan signifikan baik secara simultan maupun secara parsial antara variabel promotion mix dan brand image terhadap keputusan pembelian pada Pondok Cokelat Hatta Samarinda.

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Published

2021-09-21

How to Cite

Juwariyah, S. (2021). Pengaruh Promotion Mix dan Brand Image terhadap Keputusan Pembelian pada Pondok Cokelat Hatta Samarinda. Jurnal Indonesia Sosial Sains, 2(09), 1606–1614. https://doi.org/10.59141/jiss.v2i09.407

Issue

Vol. 2 No. 09 (2021): Jurnal Indonesia Sosial Sains

Section

Articles

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Copyright (c) 2021 Siti Juwariyah

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