PENGARUH PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI DISTRO MAY 17 DI KOTA PADANG

Abstract

This research aims to indentify the influence of promotion and brand image on consumer buying decision in Distributions Store May17 Padang. This research is a quantitative study which the primary data collected through questionnaire distributed to the sixty respondent, and using purposive sampling sampling method. The analysis technique used is multiple regression analysis. The result of this research found that: (1) promotion has positive and significant influence on consumer buying decision in Distributions Store May17 Padang. (2) Brand image has positive and significant influence on consumer buying decision in Distributions Store May17 Padang.
Keywords: promotion, brand image, consumer buying decision.