The Impact Of Branding And Promotion On Consumer Decisions To Purchase Facetology Products

Dea Viona, Rizky Bagus Pratama, Ratu Balqis Amelia Rangkuti, Tika Indria

Abstract


This study aimed to determine the effect of brand image and promotion on purchasing decisions for Facetologi products.  The technique used  in sampling was Slovin with a total of 50 respondents. Sources of data using primary data in the form of questionnaires and secondary data obtained from literature, documents, and the internet. Data is processed using SPSS version 20. The data analysis technique used is multiple linear regression with the formula to find out how much influence brand image and promotion had on purchasing decisions for Facetology products uses a comparison technique of the T-test and F-test. The  results  of  the  validity  test  and  reliability  test  of  the  quest ionnaire,  each question item is declared valid and reliable where if the Rcount> Rtable value with the value of all items is above the value of 0.279 and the regression equation Y= 0.852 + 0.124X1 + 0.439X2 means that each increase is one unit; it will cause an increase in customer satisfaction of 0.124 and 0.439. The tcount test technique is used to know whether this study's hypothesis is accepted. Fcount obtained tcount value of service quality of 1.414 and the t-calculated promotional value is 5.379 and ttable 2.012 and received Fcount value of 65.787, while Ftable is 3.19 and the level of significance (0.000<0.005) shows that the brand image (X1) and Promotion (X2) together has a significant effect on purchasing decisions.


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References


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DOI: https://doi.org/10.30596/miceb.v2i0.883

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