PENGARUH BRAND IMAGE, GAYA HIDUP, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ROKOK SAMPOERNA A MILD DI KOTA SAMARINDA

Abstract

This study aims to determine the effect of brand image, lifestyle, price and promotion on purchasing decisions of Sampoerna A Mild Cigarettes in Samarinda City.

The theoretical basis of this research is Marketing Management, Brand Image, Lifestyle, Price, Promotion and Purchase Decision. The object of the research is targeting Sampoerna A-Mild cigarette consumers in Samarinda City, the population in the study is known to be 62,861 people with a specified sample of 74 respondents and using probability sampling method with simple random sampling technique.

Data was collected by distributing online questionnaires from Google Forms to the people of Samarinda. The analytical tool used is Multiple Linear Regression.

The results of the study stated that the T test, namely the brand image, price and promotion variables produced a tcount value greater than ttable with a significant value below 0.05, thus the brand image, price and promotion variables were accepted and the lifestyle variable produced a tcount value smaller than t table with a significant value above 0.05, thus the hypothesis is rejected. In the F test, namely Brand Image, Lifestyle, Price, Promotion, the fcount value is greater than ftable with a significance below 0.05, thus the hypothesis is jointly accepted