PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN SISWA MENGGUNAKAN BIMBINGAN DAN KONSULTASI BELAJAR NURUL FIKRI VETERAN, SUKASARI, KOTA TANGERANG, BANTEN

Abstract

This study aimed to determine the influence of brand image and promotion on the purchase decisions of students using Nurul Fikri Veteran Guidance and Learning Consultation, Sukasari, Tangerang City, Banten. This study used an associative quantitative approach. The analytical methods used in this study were validity and reliability tests, multiple linear regression analysis, F-test, and t-test using SPSS version 24. Data were collected through questionnaires distributed to 222 respondents based on the Slovin formula, namely Nurul Fikri BKB students registered in the last five years. The results showed multiple linear regression analysis Y = 222.24+ 0.060X1+ 0.832X2 that the promotion variable had more influence than the brand image variable. Brand image and promotion simultaneously influence purchasing decisions with an F count value of 239.22 > 3.04 F table. Partially, the promotion variable has an effect on purchasing decisions compared to the t-count of 8.44 > from the t-table of 1.97 with a brand image that has a t-count value of 0.583 < t-table 1.97. This shows that effective promotion can increase students' buying interest and purchasing decisions, while a positive brand image can strengthen students' confidence and loyalty to Nurul Fikri BKB.