Brand image effects and promotions on the decision of buying elpiji bright gas in the City of Palembang

Abstract

This research was conducted to determine the influence of brand image and promotion on the purchasing decisions of Bright Gas LPG in Palembang City. The population in this study consists of all consumers who purchased Bright Gas LPG in Palembang during the years 2022-2023, with a total of approximately 470 consumers. The sample used in this study consisted of 100 respondents, utilizing the purposive sampling method. The results of the multiple linear regression analysis indicate that brand image and promotion have a positive and significant impact on purchasing decisions. Brand image, with a well-established brand image, necessitates the company's role in innovating and conducting research and distribution of Bright Gas LPG according to the market segment. Promotion needs to be attractive to consumers who make purchases in not-too-large quantities. For purchasing decisions, it is hoped to always provide the availability of Bright Gas LPG to avoid shortages.