PENGARUH BRAND IMAGE, KUALITAS LAYANAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN DANA TUNAI DI ASTRA CREDIT COMPANIES SURABAYA 1

Abstract

This research aimed to examine the effect of brand image,service quality, and sales promotionon on cash purchasing decision of Astra Credit Companies, Surabaya 1. While, the research was quantitative. Moreover, the data collection technique used purposive sampling, in which the sample was based on considerations or characteristics given. In line with, there were 100 respondents of Astra Credit Companies Surabaya 1’s consumers, as sample. Furthermore, the dara analysis technique used multiple linear regression with SPSS Statistical Product and Service Solution 25. The research result concluded brand image, service quality, and sales promotion had positive and significant effect on cash purchasing decision. Meanwhile, from its result, it concluded also direct effect of promotion was bigger than brand image and service quality on cash purchasing desicion. In other words, the better the promotion and offer which had been done by employees, the more consumers would give their cash purchasing decision of Astra Credit Companies Surabaya 1.
Keywords : brand image, service quality, sales promotion, cash purchasing desicion.