The Effect Of Brand Image Perception And Promotion On Purchase Intention Grand Bintaro Asri Housing Consumer In Ciputat

Evi Fauziah

Abstract


This study aims to examine and analyze the effect of perceived brand image and promotion on buying interest in residential consumers in Grand Bintaro Asri. Research data from PT.Selaras Berkah Prima and questionnaires from consumers of Grand Bintaro Asri Housing. The method of analysis used is simple and multiple linear regression. The results showed that the brand image variable partially had a significant effect on purchase intention. While the promotion variable partially does not have a significant effect on buying interest. Simultaneously, the two independent variables, namely brand image and promotion, have a significant effect on purchase intention.

Keywords: brand image, promotion, purchase intention and Grand Bintaro Asri.


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