The Effect of Brand Image and Promotion on Purchasing Decisions of Indocafe Products at PT Prima Bintang Distribusindo

Abstract

The purpose of this paper is to determine the effect of brand image and promotion on purchasing decisions at PT Prima Bintang Distribusindo. The research was conducted by distributing questionnaires, while the research method used was non-probability sampling. The t-test results show that the t-value for brand image (X1) is 2.062 and the t-value for promotion (X2) is 11.574, both of which are greater than the t-table value of 1.978. This indicates that brand image and promotion partially have a positive effect on purchasing decisions at PT Prima Bintang Distribusindo. The F-test results also show that F-count is greater than F-table (69.690 > 2.67) with a significance level of 0.000 < 0.05, indicating that brand image and promotion simultaneously affect purchasing decisions at PT Prima Bintang Distribusindo. The coefficient of determination shows that brand image and promotion influence 51.9% of purchasing decisions at PT Prima Bintang Distribusindo.