Pengaruh Citra Merek, Promosi, dan Promosi terhadap Keputusan Pembelian Smartphone Vivo pada Kings Data Store Buntu Pane

Fingky Pradana; Tengku  Syarifah

doi:10.37481/sjr.v9i4.1569

Authors

Fingky Pradana Universitas Asahan
Tengku Syarifah Universitas Asahan

DOI:

https://doi.org/10.37481/sjr.v9i4.1569

Keywords:

Brand Image, Price, Promotion, Purchasing Decision, Smartphone

Abstract

The increasing competition in Indonesia's smartphone market requires retailers to understand the factors influencing consumers' purchasing decisions. Although Vivo is one of the leading smartphone brands, purchasing decisions at local retail stores are likely to be affected by consumers' perceptions of brand image, promotional activities, and product pricing. This study aims to examine the simultaneous and partial effects of brand image, promotion, and price on purchasing decisions for Vivo smartphones at Kings Data Store Buntu Pane. A quantitative approach was employed using a survey of 96 consumers selected from customers of the store. Data were collected through questionnaires and analyzed using multiple linear regression, supported by classical assumption tests, t-tests, F-tests, and the coefficient of determination. The findings indicate that brand image, promotion, and price simultaneously have a significant effect on purchasing decisions (F = 83.910; p < 0.001). Partially, brand image (t = 6.624), promotion (t = 2.753), and price (t = 4.885) each have a positive and significant influence on purchasing decisions. The model explains 72.4% of the variation in purchasing decisions (Adjusted R² = 0.724). These findings suggest that strengthening brand image, implementing effective promotional strategies, and offering competitive prices can improve consumers' purchasing decisions.

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