Pengaruh Sales Promotion Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pelanggan ShopeeFood di Kota Gresik)

Abstract

Abstract

This study aims to determine the effect of sales promotions on purchasing decisions, with brand image as an intervening variable. The research location was Gresik City. This study employed a non-probability sampling technique with purposive sampling. The data collection technique used a questionnaire. The analysis tool used was Smart-PLS. The population used in this study were consumers who had used the ShopeeFood food delivery service at least once, with a sample of 120 respondents. The results showed that sales promotions had a positive and significant effect on purchasing decisions, brand image had a positive and significant effect on purchasing decisions, sales promotions had a positive and significant effect on brand image, and brand image mediated sales promotions on purchasing decisions.

Keywords: Sales Promotion, Brand Image, and Purchasing Decisions.