PENGARUH STRATEGI PROMOSI, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LOGAM MULIA DI PT PEGADAIAN UPC CIBADAK

This study aims to analyze the influence of promotional strategies, brand image, and product quality on the decision to purchase precious metals at PT Pegadaian UPC Cibadak. In the context of the Precious Metals market that offers various choices in investing, Precious Metals is one of the products that is very much needed by people who want to invest in the long term. This study focuses on efforts to find out whether the three variables, both simultaneously and partially, have a significant influence on the decision to purchase precious metals at PT Pegadaian UPC Cibadak. This research uses a quantitative approach with descriptive methods and associative analysis, the population of this study is Pegadaian UPC Cibadak customers who have purchased Precious Metals with the Antam and Galeri 24 Brands, with a total of 100 respondents. The data analysis tool used is SPSS version 26, with a series of tests that include validity tests, reliability tests and classical assumptions (normality tests, multicollinearity tests, heteroscedasticity tests). Parametric multiple linear regression analysis method to understand the relationship between the variables tested. The results of this study Promotion Strategy has a significant and positive influence on purchasing decisions, Brand Image has a significant and positive influence on purchasing decisions and Product Quality has a significant and positive influence on purchasing decisions. The three variables have a significant and positive influence on purchasing decisions of precious metals at PT Pegadaian UPC Cibadak.
Keywords: Promotion Strategy, Brand Image, Product Quality, Purchasing Decisions, Precious Metals