The Effect Of Sales Promotion On Purchase Decisions Mediated By Brand Image (Study On E-Commerce Tokopedia In Bali)

ABSTRACT : The development of businesses that rely on the internet network now makes it easier for entrepreneurs to introduce and promote their products to influence consumer purchasing decisions. This study aims to explain the effect of sales promotion on purchasing decisions mediated by brand image on e-commerce Tokopedia in Bali. This study uses 100 respondents who use the Tokopedia marketplace as a means of shopping online with purposive sampling methods and path analysis techniques and Sobel test. Data obtained through the distribution of questionnaires. The results of this study indicate that 1) Sales promotion has a positive and significant effect on purchasing decisions, which means that the better sales promotions carried out, the higher consumer purchasing decisions. 2) Brand image also has a positive and significant effect on purchasing decisions, which means the better the brand image of a product, the consumer’s purchasing decisions to make purchases will increase. 3) Brand image significantly mediates the relationship between sales promotions and purchase decisions, which means that the better the sales promotion, the better the brand image and will increase consumer decisions to buy the product. For Tokopedia management, it is better to increase sales promotions in an attractive and maximal way to form a good brand image so that it is better known to consumers and influences decisions to make purchases at Tokopedia.

Keywords: sales promotion, purchase decision, brand image.