THE INFLUENCE OF BRAND IMAGE, CONSUMER PERSEPTIONS AND PROMOTION ON SOCIOLLA PURCHASING DECISIONS AT GRAND MALL BATAM

Abstract

Marketing is a company technique in introducing its products to consumers in various ways aimed at increasing the number of consumer purchases. Efforts to be able to meet consumer needs, companies compete fiercely on how to do marketing as attractively and as much as possible to get consumer attention. Likewise, with Sociolla who tries hard so that purchasing decisions by consumers are influenced by brand image, consumer perceptions and promotions. Sociolla is one of the e-commerce (retail) brands engaged in beauty beauty, Sociolla itself is known as the largest and most comprehensive retail brand in Indonesia which specializes in selling beauty products online and offline. This study obtained data by examining 100 respondents, namely buyers at Sociolla Grand Mall Batam with this type of quantitative research with probability sampling techniques with random sampling. The result of this study is that there is a significant and simultaneous positive influence between brand image variables, consumer perceptions, promotions on Sociolla purchasing decisions at the Batam Grand Mall.