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All Journal Proceeding SENDI_U ESENSI: Jurnal Manajemen Bisnis JURNAL ILMIAH BISNIS, PASAR MODAL DAN UMKM Majalah Ilmiah Warta Dharmawangsa Nusantara Science and Technology Proceedings JUDICIOUS: Journal of Management Munaddhomah: Jurnal Manajemen Pendidikan Islam Utsaha: Journal of Entrepreneurship
Susi Adiawaty
Institut Bisnis Nusantara
Religion Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Social Sciences Other

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Journal : JUDICIOUS: Journal of Management

 1 
Pengaruh Promosi dan Citra Merek terhadap Keputusan Pembelian pada Aplikasi Market Place Susi Adiawaty; Albert Budiyanto Kambuno; Suryati Veronika; Salman Habeahan; Bernard E Silaban
JUDICIOUS Vol 3 No 2 (2022): Judicious
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/jdc.v3i2.1298

Abstract

The e-commerce and marketplace markets continue to grow rapidly in this digital era. In the midst of increasingly fierce competition, an effective marketing strategy is the key to maintaining existence and competitiveness. Promotion and branding are two important aspects of marketing strategy that play a key role in shaping consumer purchasing decisions. This research aims to analyze the influence of promotional activities and brand image on purchasing decisions of marketplace application users. Data is collected from consumers who make transactions via e-commerce applications in Indonesia. The multiple linear regression analysis method is used to test the relationship between promotional variables, brand image and purchasing decisions. The research results show that there is a significant positive influence between promotions and purchasing decisions of marketplace application users. However, brand image does not have a partially significant positive influence on purchasing decisions. However, simultaneously, promotions and branding have a significant influence on purchasing decisions in marketplace applications.
Co-Authors Ahmad Muktamar B Aloysius Harry Mukti Anas Lutfi Aria Elshifa Aria Elshifa Bernard E Silaban Bernhard, Bernhard Budiyanto, Albert Djoko Menutomo E. Sudarmi Ita Nursari Lodewyck Z. S. Pattihahuan Moeins, Prof. Dr. Anoesyirwan Ni Luh Kardini Risma Wulandari Salman Habeahan Selamet, Encep Rahmat Sunaryo, Dr. Widodo Suryati Veronika Wijayanti, Tri Cicik Yoanna Rahman