ANALYSIS OF THE INFLUENCE OF PROMOTION AND BRAND IMAGE TOWARD PANASONIC AC'S BUYING DECISION (CASE STUDY AT KEMANG PRATAMA RESIDENCE I, RT 01-03 / RW 022, BEKASI)

Abstract

The objective of this research is to analyze the influence of promotion and brand image toward purchasing decision on Panasonic AC where this research take case study at Kemang Pratama Residence I, RT 01-03 / RW 022, Bekasi. From this research shows that buying decision on Panasonic AC is still low and those independent variables have significant influence to buying decision. In this research, promotion and brand image give significant influence as partially and simultaneously. This research using quantitative methodology and conducted according to marketing mix theory (4Ps) with focus on promotion merely and brand theory with focus on brand image merely. Besides,this researchconducted about consumer behavior with focus on purchasing decision. The data were obtained by doing observation and distributing questioner to 85 respondents. Processing data conducted through questioner using SPSS (Statistic Product and Service Solution) version 16 by conducting several tests such as : validity test, reliability test, data classic assumption test, F test, T test, coefficient determination test, and multiple regression analysis. According to multiple regressions analysis shows the formula for this research : Y = 0.457 X1 + 0.472 X2 , where Y = buying decision, X1 = promotion and X2 = brand image. Through this formula shows that X1 and X2 have positive correlation toward buying decision on Panasonic AC. The coefficient determinant (R Square) on this test is 0.74 means that independent variables can influence dependent variable about 74% and the rest which 26% is influenced by the other factors. F-Test in this research show that independent variables simultaneously give influence to dependent variable with significance level 0.00 and F value 120.2. For T-test, shows that every independent variable has influence to buying decision partially and significance value below 0.05, X1 and X2 = 0.00 which means those independent variables have significant influence toward buying decision on Panasonic AC partially.