Proceedings of the International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19)

Analysis of Brand Image and Promotions and their Effect on Purchase Decisions

Authors
Rahutama Atidira, Ni Luh Wayan Sayang Telagawathi, Gede Wira Kusuma
Corresponding Author
Rahutama Atidira
Available Online November 2019.
DOI
https://doi.org/10.2991/teams-19.2019.34How to use a DOI?
Keywords
brand image; promotions; purchase decisions
Abstract

The large number of ready-to-drink packaged tea brands on the market encourages companies to compete for potential consumers through a variety of appropriate strategies. In addition to trying to create a brand image, companies are capable of doing other things such as changing the packaging, evaluating the products, and doing attractive promotions. Along with the competition occurring in the ready-to-drink packaged tea industry, companies are required to make changes to increase company assets by improving the company's brand image, and by aggressively doing some promotions. This study used causal quantitative research design. Data was collected using questionnaires and analyzed using multiple linear regression. The results showed that brand image and promotions simultaneously influenced the purchase decisions, brand image partially not significantly influenced the purchase decisions, promotions partially influenced the purchase decisions of frestea in Singaraja.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19)
Series
Advances in Economics, Business and Management Research
Publication Date
November 2019
ISBN
978-94-6252-843-7
ISSN
2352-5428
DOI
https://doi.org/10.2991/teams-19.2019.34How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Rahutama Atidira
AU  - Ni Luh Wayan Sayang Telagawathi
AU  - Gede Wira Kusuma
PY  - 2019/11
DA  - 2019/11
TI  - Analysis of Brand Image and Promotions and their Effect on Purchase Decisions
BT  - Proceedings of the International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 19)
PB  - Atlantis Press
SP  - 189
EP  - 193
SN  - 2352-5428
UR  - https://doi.org/10.2991/teams-19.2019.34
DO  - https://doi.org/10.2991/teams-19.2019.34
ID  - Atidira2019/11
ER  -