THE INFLUENCE OF PROMOTION ON COMPANY IMAGE AND PURCHASING DECISIONS FOR GRAND SULAWESI MAKASSAR HOUSING
All This study aims to analyses the effect of promotion on company image and purchasing decisions. This type of research is quantitative research, data collection through distributing questionnaires with a sample size of 198 respondents, sampling using accidental sampling. The analysis technique used to test the relationship between variables in this study is path analysis using the help of AMOS 24 software. The results showed that promotion has a significant positive effect on company image, online promotion has an insignificant effect on company image, promotion has a significant positive effect on purchasing decisions, online promotion has an insignificant effect on purchasing decisions, and company image has a significant positive effect on purchasing decisions. From the results of the Sobel test, the findings show that company image can mediate the effect of promotion on purchasing decisions, which states that promotion has a significant positive effect on purchasing decisions. Online promotion has an insignificant effect on purchasing decisions through company image.
Authors
- Andi Mappatompo (ORCID: https://orcid.org/0000-0002-5571-3134)
- Buyung Romadhoni (ORCID: https://orcid.org/0000-0003-2473-6920)
- Ilham Ilham (ORCID: https://orcid.org/0000-0002-6329-3280)
Institutions
- Muhammadiyah University of Makassar (ID)
Publication Details
- Journal
- International Conference of Business and Social Sciences
- Published
- 2024-11-22
- DOI
- https://doi.org/10.24034/icobuss.v4i1.576
- Primary Topic
- Consumer Behavior and Marketing Influence
- Type
- article
- Field-Weighted Citation Impact
- 0.00