The influence of promotion and brand image on customer purchase decision at PT Isuindomas Putra Medan

Crystal, Crystal (2022) The influence of promotion and brand image on customer purchase decision at PT Isuindomas Putra Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The competition in the marketplace is getting tougher especially in the automotive industry since the existence of the automotive industry are getting varied. Therefore, it is very crucial for a company to implement the best strategy in conducting the promotion to build a good perception in the customer’s mind and also to have a good brand image in order to distinguish themselves from other competitors. The writer conducted this research in order to figure out whether there is an influence of promotion and brand image on customer purchase decision of Isuzu truck at PT Isuindomas Putra, Medan. The writer uses quantitative method in conducting this research by distributing the questionnaire to 97 respondents who have ever bought Isuzu truck at PT Isuindomas Putra, Medan. In order to analyze the available data, the writer uses SPSS Version 25. In conducting this research, the writer uses multiple linear regression as the data analysis method. The writer obtained the result that promotion and brand image have simultaneous influence on customer purchase decision of Isuzu truck at PT Isuindomas Putra, Medan. The writer also obtained the result that promotion has significant partial influence on customer purchase decision of Isuzu truck at PT Isuindomas Putra, Medan while brand image also has significant partial influence on customer purchase decision of Isuzu truck at PT Isuindomas Putra, Medan. The writer also obtained the result that brand image has the most dominant influence on customer purchase decision compared to promotion. This means that the better the brand image, the customer purchase decision of Isuzu truck will be higher. In order to make Isuzu truck can compete with other well – known brands of truck, the company needs to increase the promotion and brand image therefore, the customers can have a strong confident in making the decision to purchase Isuzu truck./ Persaingan di pasar semakin sulit terutama di bidang industri otomotif karena munculnya industri otomotif yang semakin beragam. Oleh karena itu, sangat penting bagi sebuah perusahaan untuk mengimplementasikan strategi terbaik dalammenjalankan promosi untuk membangun persepsi yang baik dalam pikiran konsumen dan juga untuk memiliki citra merek yang bagus untuk membedakan produk mereka dengan kompetitor lainnya. Penelitian ini bertujuan untuk mencari tahu apakah promosi dan citra merek berpengaruh terhadap keputusan pembelian konsumen pada truk Isuzu di PT Isuindomas Putra, Medan. Penulis menggunakan metode kuantitatif dalam melakukan penelitian ini dengan mendistribusikan kuesioner kepada 97 responden yang sudah pernah membeli truk Isuzu di PT Isuindomas Putra, Medan. Dalam menganalisa data yangada, penulis menggunakan SPSS Versi 25. Dalam melakukan penelitian ini, penulismenggunakan regresi linear berganda sebagai metode data analysis. Penulis mendapatkan hasil penelitian yang menunjukkan bahwa promosi dan citra merek memiliki pengaruh yang simultan terhadap keputusan pembelian konsumen pada truk Isuzu di PT Isuindomas Putra, Medan. Penulis juga mendapatkan hasil yang menunjukkan bahwa promosi memiliki pengaruh secara parsial dan signifikan terhadap keputusan pembelian konsumen pada truk Isuzu di PT Isuindomas Putra, Medan serta citra merek juga memiliki pengaruh secara parsial dan signifikan terhadap keputusan pembelian konsumen pada truk Isuzu di PT Isuindomas Putra, Medan. Penulis juga mendapatkan hasil bahwa citra merek berpengaruh paling dominan terhadap keputusan pembelian konsumen dibandingkan dengan promosi. Hal ini berarti, semakin bagus citra merek, maka semakin tinggi keputusan pembelian konsumen pada truk Isuzu. Agar truk Isuzu dapat bersaing dengan truk merek lainnya yang sudah terkenal, perusahaan harus mampu untuk meningkatkan promosi dan citra merek sehingga konsumen memilikirasa percaya diri yang kuat dalam mengambil keputusan untuk membeli truk merek Isuzu.

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