THE ROLE OF BRAND IMAGE MEDIATES THE EFFECT OF PROMOTION ON PURCHASING DECISION

ABSTRACT: The purpose of this study was to examine the role of brand image in mediating promotion ofpurchasing decisions. The variables Examined in this study were brand image, promotion, and purchasingdecision variables. The number of samples taken was 85 respondents with saturated sampling method the whichhas the criteria to have bought and consumed McDonald’s more than once in the past 2 months, residing in thecity of Denpasar, educated last high school / equivalent and know the products with the McDonald’s brand.Data was collected through questionnaires. The analysis technique used is the Sobel test using path analysisand VAF test. Based on the results of the analysis found that the promotion variable has a positive andsignificant effect on purchasing decisions, the promotion variable has a positive and significant effect on brandimage.

Keywords: promotion, brand image, purchasing decisions