PENGARUH SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Kasus Pelanggan ShopeeFood di Kota Malang)

This study aims to determine the effect of sales promotion on purchasing decisions with brand image as an intervening variable. The location of the research was Malang City. The population used in this study were consumers who had used the ShopeeFood food delivery service at least once, with a sample of 120 respondents. The characteristics of the respondents are consumers who are in Malang City, consumers who have made transactions using sales promotions from ShopeeFood, consumers who have used the ShopeeFood food delivery service at least once, aged 18-35 years. This study uses a non-probability sampling technique with purposive sampling. Data collection techniques using online questionnaire. The analysis tool uses Smart-PLS. The results of this study found that sales promotion had a positive and significant effect on purchasing decisions, brand image had a positive and significant effect on purchasing decisions, sales promotion had a positive and significant effect on brand image and brand image mediated sales promotion on purchasing decisions.