The Effect of Brand and Promotion on Buying Interest at PT. Astra International Auto 2000 Medan-Binjai
Abstract
This study aims to determine the influence of brand and promotion on buying interest at PT. Astra International Auto 2000 Medan-Binjai. This study uses a quantitative method involving 90 respondents. Data collection was carried out using questionnaires. The data obtained were analyzed using statistical formulas, namely by using the normality test, multicollinearity test, heteroscedasticity test and multiple linear regression analysis with the SPSS Version 23.0 program. The results of this study indicate that the t-test results indicate that the t-count of the brand variable is 4,527, while the t-table is 1.987. Because the t-count> t-table and the significant value of t is 0.000 <0.05, then Ha is accepted and Ho is rejected. This indicates that the brand partially has a positive and significant effect on purchasing interest. The t-test results show that the t-count of the promotion variable is 22,761 while the t-table is 1.987. Since t count > t table and the significant value of t is 0.000 < 0.05, then Ha is accepted and Ho is rejected. Thus, promotion has a partial positive and significant effect on purchase intention, although its effect is bigger than brand. Since F count > F table, then Ha is accepted and Ho is rejected. Thus, brand and promotion simultaneously have a significant effect on buying interest.
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