Pengaruh Promosi Penjualan dan Citra Merek Terhadap Keputusan Pembelian Pelanggan Oxa House di Mall Living World Kota Wisata Cibubur
DOI:
https://doi.org/10.63822/7nya6q87Keywords:
Sales Promotion, Brand Image, Purchase DecisionAbstract
This study aims to analyze the influence of sales promotion and brand image on purchase decisions of Oxa House customers at Living World Mall Kota Wisata Cibubur. The background of this research is driven by the increasingly intense competition among businesses in the fashion retail industry, where attractive promotions and a strong brand image are important factors in attracting consumers to make purchase decisions. The research method used is quantitative. Data collection was carried out by distributing questionnaires to 97 respondents who are customers of Oxa House. The data were analyzed using multiple linear regression analysis assisted by SPSS software version 25. The results showed that partially, Sales Promotion has a positive and significant effect on Purchase Decisions with t-count 3.890 > t-table (2.006) with a significance value of 0.000 < 0.05. In addition, Brand Image has a positive and significant effect on Purchase Decisions with t-count 11.188 > t-table (2.006) with a significance value of 0.008 < 0.05. Simultaneously, Sales Promotion and Brand Image have a significant effect on Purchase Decisions with f-count 139.423 > f-table (3.094), with a significance value of 0.000 < 0.05. The coefficient of determination (Adjusted R²) indicates that both independent variables are able to explain the variation in purchase decisions well. These findings imply that an effective marketing strategy (Sales Promotion) and continuous improvement of brand image must be consistently maintained in order to increase the attractiveness towards consumers' purchase decisions.
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