THE INFLUENCE OF BRAND IMAGE AND PROMOTION ON DAIHATSU SIGRA CAR PURCHASING DECISIONS

Abstract

Brand image and promotion are important factors that can influence consumer perceptions in making car purchasing decisions. This research aims to analyze the influence of brand image and promotion on consumer purchasing decisions for the Daihatsu Sigra car. The type of research used is quantitative research with data collection techniques using questionnaires with 120 respondents which were processed via SPSS 25.0 as the methodology for this study. The research results show that brand image and promotion have a positive and significant influence on the decision to purchase a Daihatsu Sigra car in Bandung City. A strong and well-known brand image is an important factor in influencing customer purchasing decisions, while promotional efforts by PT. Astra Daihatsu Motor has succeeded in encouraging consumers to make purchasing decisions. Furthermore, the combination of brand image and promotion together has a significant impact, showing that a good brand image, supported by an effective promotional strategy, can attract consumer attention and influence purchasing decisions. This conclusion provides important guidance for companies in optimizing marketing and promotions to strengthen the position of the Daihatsu Sigra brand in the Bandung City market.