IMPLIKASI PROMOSI, HARGA, DAN CITRA MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN (Studi Kasus pada PT. Andara Cantika Indonesia)

PT. Andara is a company engaged in perfume or perfume oil. The purpose of this study is to analyse the impact of promotion, price, brand image on perfume purchasing decisions at PT. Andara and to evaluate the interaction between promotion, price, and brand image in influencing perfume purchasing decisions at PT. Andara. The research method used in this research is quantitative method.
Researchers distributed questionnaires to customers which later could be used as primary data. The analysis technique used is multiple linear regression analysis. The results showed that promotion has a positive and significant influence on perfume purchasing decisions at PT. Andara. Price does not have a positive and significant influence on purchasing decisions for perfume at PT. Andara. Brand image has a positive and significant influence on perfume purchasing decisions at PT. Andara. Based on the significance value of promotion, price, brand image on
purchasing decisions, there is a simultaneous influence. So it can be concluded that there is a significant influence of promotional variables, price, brand image on purchasing decisions.