PENGARUH HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU 2BEAT

Abstract

Purchasing decision is the selection of action from two or three alternative options. A customer who wants to
make option so he or she should have alternative options and one of the ways is done by checking the price.
Therefore, price is the issue which has to be noticed by the company because the right price determination will
give satisfaction to the customer in the making purchasing decision. This research is meant to find out the
influence of price, promotion, and brand image to the purchasing decision of 2Beat shoes at PT Permadi Jaya
Sakti. The analysis technique has been done by using multiple linear regressions, F test, and t-test analysis to
analyze the influence of variables in this research. The population is all customer of 2Beat Shoes and the samples
are 100 respondents The result of the research which has been done by using F test shows that the models are
feasible to be used for the following research and t test shows that price, promotion and brand image give
significant and positive influence to the purchasing decision.

Keywords: price, promotion, brand image, purchasing decision