THE INFLUENCE OF BRAND IMAGE, BRAND AWARENESS, AND PROMOTION ON MAN MAN TANG PURCHASE DECISIONS IN BATAM CITY

Abstract

Brand Image, Brand Awareness, and Promotion can shape the relationship between makers and buyers. This research aims to determine and analyze the influence of Brand Image, Brand Awareness, and Promotion on Man Tang Purchasing Decisions in Batam City using a survey method by distributing questionnaires and a sample of 100 respondents. This research uses quantitative and associative research. Data analysis techniques for data quality use validity and reliability tests, classic assumption tests use normality, multicollinearity, and heteroscedasticity tests, influence tests use multiple linear regression tests and coefficient of determination, while hypothesis testing uses t and F tests with the help of the SPSS 25 measurable program. Results obtained from the multiple linear regression test, brand image (X1) has an effect of 0.246 or 24.6%, brand awareness (X2) has an effect of 0.328 or 32.8%, and promotion (X3) has an effect of 0.236 or 23.6% on purchasing decisions (Y1). So overall these three variables have an influence of 59.1% on Man Man Tang purchasing decisions obtained from the results of the coefficient of determination test. So, it can be concluded that in the Simultaneous F test, the brand image, brand awareness, and promotion variables have a positive and significant influence on purchasing decisions.