PENGARUH PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI (Studi pada Produk Smartphone Oppo)

This research was conducted on consumers of Oppo smartphone products, with the aim of testing : the effect of promotion on purchasing decisions, promotion on brand image, brand image on purchasing decisions and the mediating role of brand image in the relationship between promotion and purchasing decisions. This study uses explanatory research, through multiple linear regression models with Mediation Regression Analysis by Hayes using the SPSS 25 for Windows Program tool. In this study, researchers used 130 samples to be tested. The results obtained in this study are as follows: promotion has no significant effect on purchasing decisions, promotion has a positive and significant effect on brand image, brand image has a positive and significant relationship to purchasing decisions, and brand image also has a mediating role in the relationship between promotion and purchasing decisions.