The aim of this research is to know the influence of sales promotion and brand image to Shopee platform toward consumer purchasing decision by students in FISIP Slamet Riyadi Surakarta. The method uses survey. This research includes as quantitative explanative research. Research population is students of FISIP Slamet Riyadi Surakarta who buy products through Shopee. Technique sampling in nonprobability uses accidental sampling with 96 respondents. Technique of collecting data is questionnaire as primer data and files, documents as seconder data. Validity data test uses moment product test and reliability data test uses cronbach alpha test. Analysis technique uses multiple regressions analysis by doing classic assumption test. The result shows that, as simultanouesly, both of free variables influence purchasing decision, while, as individually, sales promotion does not give influence to purchasing decision as 0,848. Then, brand image gives significant influence to purchasing decision as 0,004. Nurnawati Hindra Hastuti | Andri Astuti Itasari "The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43905.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/social-science/43905/the-influence-of-sales-promotion-and-brand-image-toward-the-purchasing-decision-in-shopee-platform/nurnawati-hindra-hastuti
International Journal of Trend in Scientific Research and Development (IJTSRD)
Volume 5 Issue 5, July-August 2021 Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470
@ IJTSRD | Unique Paper ID – IJTSRD43905 | Volume – 5 | Issue – 5 | Jul-Aug 2021
Page 677
The Influence of Sales Promotion and Brand Image
toward the Purchasing Decision in Shopee Platform
Nurnawati Hindra Hastuti, Andri Astuti Itasari
Communication Studies Program Slamet Riyadi University, Surakarta, Indonesia
ABSTRACT
The aim of this research is to know the influence of sales promotion
and brand image to Shopee platform toward consumer purchasing
decision by students in FISIP Slamet Riyadi Surakarta. The method
uses survey. This research includes as quantitative explanative
research. Research population is students of FISIP Slamet Riyadi
Surakarta who buy products through Shopee. Technique sampling in
nonprobability uses accidental sampling with 96 respondents.
Technique of collecting data is questionnaire as primer data and files,
documents as seconder data. Validity data test uses moment product
test and reliability data test uses cronbach alpha test. Analysis
technique uses multiple regressions analysis by doing classic
assumption test. The result shows that, as simultanouesly, both of
free variables influence purchasing decision, while, as individually,
sales promotion does not give influence to purchasing decision as
0,848. Then, brand image gives significant influence to purchasing
decision as 0,004.
KEYWORDS: sales promotion, brand image, consumers purchasing
decision, shopee platform
How to cite this paper: Nurnawati
Hindra Hastuti | Andri Astuti Itasari
"The Influence of Sales Promotion and
Brand Image toward the Purchasing
Decision in Shopee
Platform" Published
in
International
Journal of Trend in
Scientific Research
and Development
(ijtsrd), ISSN: 2456-
6470, Volume-5 |
Issue-5, August 2021, pp.677-681, URL:
www.ijtsrd.com/papers/ijtsrd43905.pdf
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