Pengaruh Harga, Promosi Produk, Dan Brand Image Terhadap Keputusan Pembelian Mixue Ice Cream & Tea (Studi Pada Konsumen Kota Malang)

Abstract

Abstract

 

This study aims to determine the effect of price, product promotion and brand image on purchasing decisions for Mixue Ice Cream and Tea. The sampling technique using purposive sampling obtained a sample of 90 respondents. The data collection method uses a questionnaire. The data analysis technique used in this study is multiple linear regression. The results showed that simultaneously Price, product promotion and Brand Image have a positive and significant effect on Purchasing Decisions. Likewise, partially Price, product promotion and Brand Image have a positive and significant effect on Purchasing Decisions.

 

Keywords: Price, Product Promotion, Brand Image, Purchasing Decision