PENGARUH BRAND IMAGE DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN DALAM MENGGUNAKAN MyPERTAMINA SEBAGAI ALAT TRANSAKSI PEMBAYARAN DI KOTA PALEMBANG

ANGGRAINI, ALIA and Widiyanti, Marlina and Shihab, Muchsin Saggaf (2023) PENGARUH BRAND IMAGE DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN DALAM MENGGUNAKAN MyPERTAMINA SEBAGAI ALAT TRANSAKSI PEMBAYARAN DI KOTA PALEMBANG. Masters thesis, Sriwijaya University.

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Abstract

This research aims to determine the influence of brand image and sales promotion on purchasing decisions in using MyPertamina as a means of payment transactions in the city of Palembang. The population in this study is all consumers who make purchases using the MyPertamina application as a means of payment transactions in the city of Palembang in 2023. The sample in this study was 100 respondents using several criteria in determining the sample. The results of multiple linear analysis show that brand image and sales promotion have a positive and significant effect on buyer decisions. The implication of this research is that providing input PT Pertamina Patra Niaga can provide a variety of payment options, making it easier for all consumers to carry out top ups using MyPertamina and increasing sales promotions by providing discounts/discounts to consumers who make purchases by making payments via the MyPertamina application.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations
Divisions: 01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User: Mrs Alia Anggraini
Date Deposited: 12 Jan 2024 03:40
Last Modified: 12 Jan 2024 03:40
URI: http://repository.unsri.ac.id/id/eprint/138029

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