Pengaruh Promosi dan Brand Image (Citra Produk) Terhadap Loyalitas Pembelian Produk Pepsodent di Ramayana Plaza, Jalan Aksara, Medan

Abstract

The objective of this study is to determine how big the influence of promotion and brand image on Loyality of Purchasing Pepsodent Items in Ramayana Plaza, Aksara street, Medan. The population in this study were visitors in Ramayana Plaza, aksara street, Medan and the sample were 100 respondents. The technique of data colection in this study is by observation and questionnaire (questionnaire). Questionnaire reliability was tested by using product moment correlation technique for promotion (0765> 0.1996), brand image (0809> 0.1996) and the loyality of purchasing (0861> 0.1996). The validity question test result for each item is valid. The technique of data analysis is by using multiple linear regression formula, the following is the formula: Y = a + b1X1 + b2X2 from the data analysis, it is obtained multiple linear regression equation, that is: Y = 13 525 + 0.201X1 + 0.298X2. To determine the contribution of independent variables on the dependent variable, the coefficient of determination is used with the results of 13.6%. this shows that the influence of promotion and brand image on Loyality of Purchasing Pepsodent product is in the amount of 13.6%, and the rest of 86.4% is influenced by the other factors. To test the hypothesis, the test of Fcount is used, in the amount of 7615 > 3:09, and for the promotion, the test of tcount is used, in the amount of (2294> 1984), and brand image (3178> 1984). Thus the hypothesis in this st accepted that there is an influence between promotions and brand image of loyalty purchase on Pepsodent product in Ramayana Plaza, Aksara street, Medan.

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