The Impact of Promotion and Local Brand Image on Purchasing Decisions through Consumer Purchase Interest in Lapis Kukus Tugu Malang

The aim of this research is to analyze the influence of promotions and local brand image on purchasing decisions through purchase interest as a mediating variable. This research uses a quantitative research approach. The location of this research is the Lapis Kukus Tugu Malang outlet, especially Batu District, Malang, East Java. The population in this study were Lapis Kukus Tugu Malang consumers, with a research sample of 112 respondents taken using a purposive sampling technique. The data analysis technique in this research uses descriptive analysis, path analysis and hypothesis testing. The results of this research show that promotion and local brand image have a direct influence on purchasing interest, promotion and local brand image influence purchasing decisions. Promotion has no effect on purchasing decisions through buying interest, local brand image influences purchasing decisions through buying interest. The conclusion of this research is that the right promotional strategy will increase buying interest and also purchasing decisions, while the existence of a local brand image on typical souvenirs in an area is able to attract buying interest which also has an impact on purchasing decisions. This research provides practical implications for business actors, especially in designing effective marketing strategies. Increasing promotions and strengthening local brand images can increase consumer interest and purchasing decisions. The research results also contribute to marketing management literature, especially in the context of local products.