Pengaruh Brand Image dan Promosi terhadap Keputusan Pembelian pada Konsumen Domino’s Pizza Ciputat Timur

The intense competition in the fast-food industry encourages companies to strengthen their brand image and implement effective promotional strategies. Domino’s Pizza Ciputat Timur was selected as the research object because it experienced an increase in its Top Brand Index from 20.5% in 2021 to 31.5% in 2024. Additionally, social media platforms such as Instagram and TikTok have become dominant promotional tools, as they can reach consumers more quickly, widely, and interactively. This study aims to analyze the influence of brand image and promotion on consumer purchasing decisions. A quantitative approach was used, with data collected through questionnaires distributed to 100 respondents using purposive sampling. The results show that brand image (t-count = 5.058 > t-table = 1.984; sig. 0.000) and promotion (t-count = 3.268 > t-table = 1.984; sig. 0.001) have a significant partial effect. Simultaneously, both variables significantly influence purchasing decisions (F-count = 60.446 > F-table = 3.090; sig. 0.000) with an R² value of 0.555 or 56%. These findings emphasize the importance of maintaining a consistent brand image and implementing well-planned promotional strategies to enhance consumer purchase intentions.