Improving Brand Image, Price and Promotion Through Consumer Purchase Decisions

  • Ahmad Yusdarwin Waworuntu Universitas Muslim Maros
  • Adnan Hasan IAIN Parepare
Keywords: Brand Image, Price, Promotion, Purchase Decisions

Abstract

The study was conducted to determine the impact of brand image, price, and promotion on product purchasing decisions in the Pangkajene, Indonesia. Using primary data from a survey of all consumers conducted during the January to November 2020 sales period. The data were analyzed using the Statistical Product and Service Solutions program; the results indicated that brand image, price perception, and promotion all had a positive and significant effect on product purchasing decisions. Additionally, it was discovered that promotion has a significant impact on purchasing decisions for brand products in Pangkajene, Indonesia.

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Published
2021-07-19
How to Cite
Waworuntu, A. Y., & Hasan, A. (2021). Improving Brand Image, Price and Promotion Through Consumer Purchase Decisions. JURNAL MANAJEMEN BISNIS, 8(2), 245 - 254. https://doi.org/10.33096/jmb.v8i2.822