PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN MEMILIH PRIMAGAMA (Studi pada Lembaga Bimbingan Belajar Primagama Raya Ijen Kota Mojokerto)
Abstract
Penelitian ini dilatar belakangi oleh semakin bertambahnya lembaga bimbingan belajar. Citra merek yang terkenal menjadi bahan pertimbangan konsumen, dengan diikuti adanya promosi. Sesuai dengan keinginan konsumen Primagama adalah salah satu alternatif lembaga bimbingan belajar yang diminati di Mojokerto. Populasi pada penelitian ini adalah seluruh siswa SMA yang mengikuti bimbingan belajar di Primagama dengan jumlah 109 responden . Instrumen penelitian yang digunakan adalah angket dan dianalisis dengan regresi linier berganda.Hasil penelitian menunjukkan bahwa citra merek berpengaruh terhadap keputusan memilih Primagama. Promosi berpengaruh terhadap keputusan memilih Primagama. Citra merek dan promosi berpengaruh keputusan memilih Primagama.
Kata Kunci: Citra Merek, Promosi, Keputusan Pembelian
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