Open AccessPengaruh Promotion dan Brand Image terhadap Purchase Decision di Universitas Tarumanagara
Author(s) -
Margareta Margareta,
Eko Harry Susanto
Publication year - 2022
Publication title -
jurnal manajemen bisnis dan kewirausahaan
Language(s) - English
Resource type - Journals
ISSN - 2598-0289
DOI - 10.24912/jmbk.v6i2.17808
Subject(s) - brand image , promotion (chess) , psychology , advertising , business administration , business , political science , politics , law
This study aims to determine the effect of promotion and brand image on purchase decisions at Universitas Tarumanagara. The research sample was 116 respondents. This research method uses SmartPLS and a questionnaire. The results of the study indicate that promotion has a positive and significant effect on purchase decisions at Universitas Tarumanagara and there is a positive and significant effect on brand image on purchase decisions at Universitas Tarumanagara. Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan citra merek terhadap keputusan pembelian di Universitas Tarumanagara. Sampel penelitian sebanyak 116 responden. Metode penelitian ini menggunakan SmartPLS dan dengan kuesioner. Hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian di Universitas Tarumanagara dan terdapat pengaruh positif dan signifikan terhadap citra merek terhadap keputusan pembelian di Universitas Tarumanagara.