The Influence of Brand Image and Promotion on Purchasing Decisions at the Aiko Kademangan Organic Porridge Outlet, South Tangerang

Abstract

This study aims to analyze the relationship between brand image and promotion with purchasing decisions at the Aiko Kademangan Organic Porridge Outlet, South Tangerang, both partially and simultaneously. This study employed a quantitative approach with a survey method. The population consisted of 3,084 consumers, with 100 respondents selected using probability sampling and the Slovin formula. Data were collected through observation, Likert-scale questionnaires, and literature studies, and analyzed using SPSS version 26 through validity, reliability, classical assumption, simple and multiple linear regression, correlation, coefficient of determination, t-test, and F-test. The results indicate that brand image and promotion are positively and significantly associated with purchasing decisions, both partially and simultaneously. The coefficient of determination (R²) of 0.606 indicates that 60.6% of the variation in purchasing decisions is explained by brand image and promotion, while the remaining 39.4% is explained by factors outside the model. These findings indicate that brand image and promotion are associated with purchasing decisions at the Aiko Kademangan Organic Porridge Outlet