The Effect Of Promotion And Brand Equity On Product Purchasing Decisions At PT Weigo Houseware Medan

Abstract

This study aims to examine the effect of promotion and brand equity on product purchasing decisions at PT Weigo Houseware Medan. The problem addressed in this study is the decline in consumers and sales from 2021 to 2025, which indicates that purchasing decisions require further analysis through relevant marketing factors. This research used an associative quantitative approach. The population consisted of 1,273 consumers during January to June 2025, and 96 respondents were selected using the Slovin formula. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination with SPSS 24. The results show that promotion has a positive and significant effect on purchasing decisions with a regression coefficient of 0.334, t-value of 3.846, and significance of 0.000. Brand equity also has a positive and significant effect with a regression coefficient of 0.485, t-value of 5.912, and significance of 0.000. Simultaneously, promotion and brand equity significantly affect purchasing decisions with an F-value of 83.526 and significance of 0.000. The adjusted R square value of 0.635 indicates that 63.5% of purchasing decisions can be explained by promotion and brand equity. Brand equity is the dominant variable in the model.