Marketing Mix and Brand Image on Purchasing Decision of Sharp Washing Machine at YY Elektronik Ampana Store
DOI:
https://doi.org/10.59890/gp4t3c37Keywords:
Marketing Mix, Brand Image and Purchasing DecisionsAbstract
This study aims to determine the simultaneous and partial influence of marketing mix variables and brand image on purchasing decisions of Sharp brand washing machines at YY Electronics Ampana Store using quantitative research methods. The research data were obtained from questionnaires distributed to 60 respondents who had purchased Sharp Brand washing machines at YY Electronics Ampana Store as research samples, with the Accidental Sampling data collection method. The analysis technique used is multiple linear regression analysis to conduct F tests and t tests with the assistance of the IBM SPSS 25 application. The study's findings suggest that brand image and the marketing mix both significantly influence consumers' decisions to buy. Partially, the marketing mix and brand image each have an effect on the purchasing decision of Sharp brand washing machines at YY Electronics Ampana Store. The calculation results using the SPSS program show that the coefficient of determination obtained is 0.309. This means that 30.9% of purchasing decisions are influenced by marketing mix and brand image variables, while the remaining 69.1% of purchasing decisions are impacted by factors not included in this investigation
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