PENGARUH PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT PADA TOKO AIRIN KOSMETIK

THE EFFECT OF PROMOTION AND BRAND IMAGE ON THE PURCHASE DECISION OF SCARLETT PRODUCTS AT AIRIN COSMETICS STORE

Abstract

This study aims to analyze the influence of promotion and brand image on purchasing decisions at Airin Cosmetics. Data were collected from 96 customer respondents using a questionnaire. The analysis method used was multiple linear regression. The results showed that promotion and brand image together significantly influenced purchasing decisions, contributing 49.2%. Partially, promotion had a positive and significant effect on purchasing decisions, with a regression coefficient of 0.142 and a significance of 0.039. Brand image also had a positive and significant effect on purchasing decisions, with a regression coefficient of 0.913 and a significance of 0.000. Therefore, Airin Cosmetics needs to improve its effective promotional strategies and build a strong brand image to enhance consumer purchasing decisions.