PENGARUH HARGA, PPROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO YUZEE ITC SURABAYA

Abstract

The development of the fashion industry is followed by the increase in public demand for clothes. Therefore, people are more selective and aware in choosing what they wear. This research aims to examine the effect of price, promotion, and brand image on purchasing decisions. The study applies quantitatively. Furthermore, the population consists of customers of the Yuzee store located in ITC Mall Surabaya. The data were primary. Moreover, the data collection technique used simple random sampling. The instrument used was a questionnaire. The questionnaires were distributed to 100 respondents as the sample. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 26 version. The result shows that price has a positive and significant effect on purchasing decisions at the Yuzee store. However, the promotion has a negative and insignificant effect on purchasing decisions at the Yuzee store. In contrast, brand image has a positive and significant effect on purchasing decisions at the Yuzee store.