Purchase Decisions Reviewed From Brand Image, Price, and Promotion of Alfi Putra BOY Cigarettes
DOI:
https://doi.org/10.29407/kilisuci.v3i.6173Keywords:
Brand Image, Price, PromotionAbstract
Research objectives: this study aims to find out the Purchase Decision in Review of Brand Image, Price, and Promotion partially and simultaneously Against Alfi Putra BOY Cigarettes
Design/Method/Approach: this study uses a quantitative method with a causal approach. With a population of 40 respondents for Alfi Putra BOY cigarette consumers. The data analysis technique of this study uses classical assumption tests, multiple linear regression tests, determination coefficients, and hypothesis tests with SPSS software
Research Findings: The results of this study show that brand image and price have a significant influence on purchase decisions partially, while promotion does not show a significant influence partially. Simultaneously, these three variables have a significant influence on purchase decisions.
Theoretical contribution/originality: this study provides insight that promotion is not always a significant determining factor, depending on the context of the product and the market. This underscores the importance of adapting marketing strategies according to the characteristics of local consumers.
Practitioner/Policy Implications: This research highlights the importance of strengthening brand image through consistent branding and increased product visibility. Competitive pricing proves to be a significant factor in purchasing decisions, so market analysis is necessary to determine attractive prices and reflect the value of the product. Even though promotion is less significant, a creative promotion strategy is still needed.
Research limitations: This study is limited to a small sample size, namely 40 respondents, and the coverage of the area only includes Wonodadi village, Blitar Regency. In addition, the variables analyzed include only brand image, price, and promotion, so other factors that may influence purchasing decisions have not been researched. These limitations can be corrected in advanced research by expanding the samples, regions, and variables of the analysis.
References
Reference
[1] R. Azwina, P. Wardani, F. Sitanggang, and P. R. Silalahi, "MANUFACTURING INDUSTRY STRATEGIES IN INCREASING ECONOMIC GROWTH IN INDONESIA," Journal of Management, 2023.
[2] N. Susi, S. Sugiana, and B. Musty, "Data Analysis of Marketing Monitoring Information System; Strategic Decision Making Tools," 2023.
[3] H. Riofita, Mg. Rifky, L. Raudatul Salamah, R. Asrita, S. Nurzanah, and U. Islamic State of Sultan Syarif Kasim Riau, "CHANGING MARKETING STRATEGIES IN FACE OF CONSUMER MARKET CHALLENGES IN THE DIGITAL ERA," Journal of Management Economics and Business, vol. 1, no. 3, pp. 21-26, 2024, doi: 10.62017/jemb.
[4] P. Kotler and G. Armstrong, Principles of Marketing, 12th ed., vol. 1. 2019.
[5] F. Tjiptono, Service Marketing. Yogyakarta: Bayumedia Publishing, 2019.
[6] Oktaviasari, Hadi Suharno, and Umi Kulsum, "THE INFLUENCE OF BRAND IDENTITY, BRAND IMAGE, AND BRAND TRUST ON BRAND LOYALTY AT WAROENG SPECIAL SAMBAL 'WAROENG SS' FOOD HOUSE, PASAR LAMA CITY TANGERANG Oktaviasari," 2020.
[7] M. M. Yanuar, N. Qomariah, D. B. Santoso, A. Faculty, E. University, and M. Jember, "IMPACT OF PRODUCT QUALITY, PRICE, PROMOTION AND SERVICE QUALITY ON CUSTOMER SATISFACTION OF OPTIK MARLIN JEMBER BRANCH," 2017.
[8] C. Lystia, R. Winasis, H. S. Widianti, and B. Hadibrata, "DETERMINATION OF PURCHASE DECISIONS: PRICE, PROMOTION AND PRODUCT QUALITY (LITERATURE REVIEW OF MARKETING MANAGEMENT)," Journal of Applied Management Science, vol. 3, no. 4, pp. 399-410, 2022, doi: 10.31933/JIMT.V3I4.957.
[9] Sugiyono, Business research methods: quantitative, qualitative, combination, and R&D approaches, 225th ed. CV. Alfabeta Bandung, 2023.
[10] I. Ghozali, Application of Multivirate Analysis with SPSS 25 Program, 6th ed. Semarang: Diponegoro University, 2018.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Zulhasnie Yogi Dwi Anggana, PONIRAN YUDHO LEKSONO
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
