The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform

Andri Astuti Itasari; Nurnawati Hindra Hastuti

Title:
The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform

Authors:
Nurnawati Hindra Hastuti | Andri Astuti Itasari

Cite This Article :

Nurnawati Hindra Hastuti | Andri Astuti Itasari "The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5, August 2021, pp.677-681, URL: https://www.ijtsrd.com/papers/ijtsrd43905.pdf

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Abstract :
The aim of this research is to know the influence of sales promotion and brand image to Shopee platform toward consumer purchasing decision by students in FISIP Slamet Riyadi Surakarta. The method uses survey. This research includes as quantitative explanative research. Research population is students of FISIP Slamet Riyadi Surakarta who buy products through Shopee. Technique sampling in nonprobability uses accidental sampling with 96 respondents. Technique of collecting data is questionnaire as primer data and files, documents as seconder data. Validity data test uses moment product test and reliability data test uses cronbach alpha test. Analysis technique uses multiple regressions analysis by doing classic assumption test. The result shows that, as simultanouesly, both of free variables influence purchasing decision, while, as individually, sales promotion does not give influence to purchasing decision as 0,848. Then, brand image gives significant influence to purchasing decision as 0,004.

Keywords :
sales promotion, brand image, consumers purchasing decision, shopee platform

Publication Details:

Unique Identification Number : IJTSRD43905

Published In : Volume-5 | Issue-5, August 2021

Page Number(s) : 677-681

Publisher Name : IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470

Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

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