PENGARUH HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MYLANTA DI JAKARTA

ANNISA PUTRI. 8215123429. THE INFLUENCE PRICE, PROMOTION AND BRAND IMAGE TOWARD PURCHASING DECISION OF MYLANTA IN JAKARTA Faculty of Economic State University of Jakarta 2017. This research conducted to describe the influence price, promotion and brand image toward purchasing decision of Mylanta in Jakarta also to find out which variables that provides the dominant influence of purchasing decision. The population of this research is the community of Jakarta as the respondents. The respondents, as the research objects are the people who use Mylanta with purposive sampling as the method of this research, so there are 110 respondents with 100 valid data from this research. Questionnaire is the research technique for this thesis. Structural Equation Model is the statistic methods that used in this research. This research uses Lisrel version 8.80 as the software of research technique (to prove the validity reliability and t-test) also Likert chart on questionnaire as the measurement of questionnaire. The results of this research shows that (a) price shows positive significant influence toward purchasing decision of Mylanta in Jakarta, (b) promotion results positive significant influence toward purchasing decision of Mylanta in Jakarta, c) price results positive and significant influence toward brand of Mylanta in Jakarta Keywords: Price, Promotion, Brand Image, Purchasing Decisio