Abstract: The beverage sector is one of the sectors that has experienced rapid growth. The development of the beverage industry in Indonesia is characterized by the number of types and brands of packaged drinks circulating in the market that result in intense business competition. This research was conducted in the city of Denpasar involving 130 respondents who had purchased and consumed the products of Pucuk Harum Tea. Data collection uses a questionnaire, while data analysis techniques use path analysis and Sobel test. The results of the study found that promotion has a significant positive effect on brand image and purchasing decisions and brand image is able to mediate promotions and play a positive role in purchasing decisions. Paying attention to the quality of promotion will create a good brand image in the minds of consumers, thus influencing purchasing decisions.
Keywords: Promotion, Brand Image, Purchasing Decision.
Title: The Role of Brand Image mediates the Effect of Promotion on Purchasing Decisions
Author: I Gusti Ngurah Agung Krisna Dwi Saputra, I Nyoman Nurcaya
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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