THE INFLUENCE OF PRICE, PROMOTION, AND BRAND IMAGE ON PURCHASING DECISIONS AT KARIDA MART LAMONGAN
Keywords:
price, promotion, brand image, purchasing decision, retailAbstract
This study aims to examine the influence of price, promotion, and brand image on purchasing decisions at Toko Karida Mart Lamongan, both partially, simultaneously, and to identify the most dominant variable. The method used is a quantitative approach with a causal associative research type, employing a saturated sampling technique on 75 consumers as respondents. Data analysis was conducted using validity, reliability, classical assumption tests, and multiple linear regression with SPSS software. The results show that price has no significant effect, while promotion and brand image significantly influence purchasing decisions. Simultaneously, the three variables have a significant effect with a contribution of 97.4%, with brand image being the most dominant variable
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