PENGARUH CITRA MEREK, PROMOSI PENJUALAN, SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK (STUDI PADA TOKO DAN+DAN DI DUTA HARAPAN)

ULTIMA MANAJEMEN

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Title PENGARUH CITRA MEREK, PROMOSI PENJUALAN, SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK (STUDI PADA TOKO DAN+DAN DI DUTA HARAPAN)
PENGARUH CITRA MEREK, PROMOSI PENJUALAN, SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK (STUDI PADA TOKO DAN+DAN DI DUTA HARAPAN)
 
Creator Gadi, Olivia Yoestin Agriyang
Iskandar, Donant Alananto
 
Description  Abstract- The purposes of the study were to know and to analyze the effect of brand image, sales promotion, and distribution channels partially and simultaneously to the purchase decision of cosmetic products in DAN+DAN stores in Duta Harapan Bekasi. The sample used in this study were 100 respondents and the sampling method was non-probability sampling which is purposive sampling.This research is a quantitative associative, associative research is a research that aims to determine the effect or also the relationship between two or more variables. That is brand image, sales promotion and distribution channels as independent variables and purchase decision as dependent variable.The result of this research indicates that brand image has significant effect to purchase decision. That is proven by the unstandardized coefficient value of 0.348, it means between brand image and purchase decision has a quite strong positive relationship.Whereas, sales promotion and distribution channels have also affected purchase decision, which is shown by the regression unstandardized coefficient value of 0.178 In addition, distribution channels variable has a positive relationship to purchase decision that is illustrated by the coefficient value of 0.198. Finally, between brand image, sales promotion, and distribution channels have 39.7 percent contribution in order to increase purchase decision of DAN+DAN STORE in Duta Harapan Bekasi, the remaining percentage was contributed by other variables which was not studied in this research.
Keywords: Brand Image, Sales Promotion, Distribution Channels, Purchase Decision. 
 
Publisher Universitas Multimedia Nusantara
 
Date 2020-06-19
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://ejournals.umn.ac.id/index.php/manajemen/article/view/1472
10.31937/manajemen.v12i1.1472
 
Source ULTIMA Management; Vol 12 No 1 (2020): Ultima Management : Jurnal Ilmu Manajemen; 46-61
Ultima Management : Jurnal Ilmu Manajemen; Vol 12 No 1 (2020): Ultima Management : Jurnal Ilmu Manajemen; 46-61
2549-404X
2085-4587
10.31937/manajemen.v12i1
 
Language ind
 
Relation http://ejournals.umn.ac.id/index.php/manajemen/article/view/1472/933
 
Rights Copyright (c) 2020 Donant Alananto Iskandar, Olivia Yoestin Agriyang Gadi
http://creativecommons.org/licenses/by-sa/4.0
 

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