The INFLUENCE OF THE PROMOTIONAL MIX AND BRAND IMAGE ON THE DECISION TO PURCHASE TOUR AND TRAVEL SERVICES AT PT ARRAFSYAH SAFARI HARAMAIN

Asrifa Iriany B. Pawe

doi:10.56282/sjei.v1i2.276

The INFLUENCE OF THE PROMOTIONAL MIX AND BRAND IMAGE ON THE DECISION TO PURCHASE TOUR AND TRAVEL SERVICES AT PT ARRAFSYAH SAFARI HARAMAIN

Authors

Asrifa Iriany B. Pawe Universitas Hasanuddin, Fakultas Ekonomi dan Bisnis

DOI:

https://doi.org/10.56282/sjei.v1i2.276

Keywords:

Promotional Mix, Brand Image, Purchasing Decision.

Abstract

Research shows that promotion variables affect positive, significant to the decision of the purchase, proven by a statistical output that reveals a positive and significant value of the purchase decision with a statistical output value With the value of a statistical output that expresses a 0.05 value, the study also states that their image is not a modelling variable (boosters) of promotion influence over decision purchases, it is concluded from data analysis that the immediate impact of influence is greater than the indirect impact.