PENGARUH BRAND IMAGE DAN PROMOSI TERHADAP MINAT BELI PRODUK MINYAK GORENG BIMOLI (Studi Kasus Ibu Rumah Tangga Di Kelurahan Suka Dame RT 002 RW 006 Kecamatan Siantar Utara)

Abstract

The aims of this research are: 1. To determine the description of brand image and promotion of buying interest in Bimoli cooking oil products. To determine the effect of brand image and promotion on buying interest in Bimoli cooking oil products, both simultaneously and partially. This study used a library and field research design. The sample in this study was housewives in the Suka Dame sub-district, RT 002 RW 006, Siantar Utara District, as many as 35 people. The types of data used in this research are qualitative data and quantitative data. Source of data using primary data and secondary data. Data collection techniques were carried out using questionnaires, interviews and documentation. The test of this research instrument is the validity test and reliability test. The data analysis technique used is the normality test, qualitative descriptive analysis and quantitative descriptive analysis. The results of this study can be concluded as follows: 1. Brand image, promotion and buying interest are good. 2. The results of the regression analysis show that there is a positive influence between brand image and promotion on purchase intention either simultaneously or partially. 3. The results of the correlation coefficient analysis show that there is a strong relationship between brand image and promotion with buying interest. High and low buying interest can be explained by brand image and promotion. 4. The results of the hypothesis test stated that H0 was rejected, meaning that there was a positive and significant influence between brand image and promotion on purchase intention either simultaneously or partially.