Analysis of Brand Image and Promotions and their Effect on Purchase Decisions

DOI

10.2991/teams-19.2019.34How to use a DOI?

Keywords

brand image; promotions; purchase decisions

Abstract

The large number of ready-to-drink packaged tea brands on the market encourages companies to compete for potential consumers through a variety of appropriate strategies. In addition to trying to create a brand image, companies are capable of doing other things such as changing the packaging, evaluating the products, and doing attractive promotions. Along with the competition occurring in the ready-to-drink packaged tea industry, companies are required to make changes to increase company assets by improving the company's brand image, and by aggressively doing some promotions. This study used causal quantitative research design. Data was collected using questionnaires and analyzed using multiple linear regression. The results showed that brand image and promotions simultaneously influenced the purchase decisions, brand image partially not significantly influenced the purchase decisions, promotions partially influenced the purchase decisions of frestea in Singaraja.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Rahutama Atidira
AU  - Ni Luh Wayan Sayang Telagawathi
AU  - Gede Wira Kusuma
PY  - 2019/11
DA  - 2019/11
TI  - Analysis of Brand Image and Promotions and their Effect on Purchase Decisions
BT  - Proceedings of the International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19)
PB  - Atlantis Press
SP  - 189
EP  - 193
SN  - 2352-5428
UR  - https://doi.org/10.2991/teams-19.2019.34
DO  - 10.2991/teams-19.2019.34
ID  - Atidira2019/11
ER  -