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

摘要

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.