PENGARUH BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Studi Kasus Mahasiswa/i Semester I Program Studi Manajemen Kelas PAgi STIE Sultan Agung Tahun Akademik 2022/2023)

Abstrak

The objectives of this study are: 1. To find out the description of brand image, promotion and purchasing decisions in Shopee e-commerce. 2. To determine the effect of brand image and promotion on purchasing decisions in Shopee e-commerce both simultaneously and partially. This research uses library and field research. The population in this study were all students who were active in First Semester in the STIE Sultan Agung of Management Program morning class for the 2022/2023 Academic, totaling 95 people and the sample used in this study were 50 students using purposive sampling. The data sources used are primary and secondary data. Data collection is done through questionnaires, interviews, and documentation. The research instrument test used is validity and reliability test. The data analysis technique used is normality test, qualitative descriptive analysis and quantitative descriptive analysis.The results of this study can be concluded as follows: 1. Brand image, promotion and purchasing decisions are good. 2. There is a positive influence between brand image and promotion on purchasing decisions both simultaneously and partially. 3.There is a moderately high between brand image and promotion with purchasing decisions. The purchasing decisions can be explained by brand image and promotion both simultaneously and partially. 4. H₀ is rejected, means that brand image and promotion have a positive and significant effect on purchasing decisions in Shopee e-commerce both simultaneously and partially.