PENGARUH PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK SEBAGAI VARIABEL MEDIASI : STUDI KASUS PADA PABRIK KUE SEMPRIT RIHO

This study aims to determine the effect of promotion on purchasing decisions through brand image as a mediating variable. The sampling technique uses accidental sampling. This research was conducted on consumers of the semprit factory "RIHO" with a total of 100 respondents. Collecting data in this study using a questionnaire. The data analysis technique used is path analysis, hypothesis testing using the t test and Hayes analysis. The results of this research show that promotion has a positive effect on brand image, brand image has a positive effect on purchasing decisions, promotion has an effect on purchasing decisions and brand image is able to mediate the effect of promotion on purchasing decisions.