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This Author published in this journals
All Journal Indonesian Journal of Economic & Management Sciences (IJEMS)
Yuni Astuti Tri Tartiani
Universitas Islam “45” Bekasi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Brand Image, Promotion and Word of Mouth on Purchasing Decisions (Case Study: Padurenan Hotmie Outlet) Rima Isdayanti; Yuni Astuti Tri Tartiani
Indonesian Journal of Economic & Management Sciences Vol. 2 No. 1 (2024): February 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijems.v2i1.7964

Abstract

This study aims to determine the effect of brand image, promotion, and word of mouth on purchasing decisions. The research method used is descriptive quantitative. Research sampling using purposive sampling method on 100 respondents who have made purchases at Hotmie Padurenan Outlet. Data analysis with multiple linear regression calculated using SPSS 24.0. The results showed that, partially, the brand image variable had a significant effect on purchasing decisions, the promotion variable had a significant effect on purchasing decisions and the word of mouth variable had a significant effect on purchasing decisions. From the research results, the coefficient of determination (R2) value is 82%, which means that together they have an influence of 82% on purchasing decisions, while the remaining 18% is influenced by other factors outside this study
Co-Authors Rima Isdayanti