PENGARUH PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN ROKOK A MILD YANG DITAWARKAN OLEH PT DUTA MEDIA INDONESIA AREA PEMATANGSIANTAR (Studi Kasus Pada Konsumen Warung Kopi H Pematangsiantar)

The results of this study can be summarized as follows: 1) Consumers declare that promotion, brand
image and purchase decisions A Mild cigarettes are categorized well. 2) Regression analysis result Ŷ = 15,181 +
0,297X1 + 0,765X2, meaning there is positive influence between promotion (X1) and brand image (X2) to
decision of purchase (Y) A Mild cigarettes offered by PT Duta Media Indonesia Pematangsiantar Area. 3)
Correlation value r = 0,653 which means there is moderately high and positive correlation between promotion,
brand image and purchase decision of A Mild cigarettes offered by PT Duta Media Indonesia Pematangsiantar
Area. The coefficient of determination is 0,427, meaning that the strongness of purchasing decision is explained
by 42,7% by promotion and brand image. 4) Hypothesis Ho rejected, meaning promotion and brand image has a
positive and significant effect on the decision of A Mild cigarette purchase offered by PT Duta Media Indonesia
Pematangsiantar Area.
The suggestion from the research result concludes that A Mild cigarettes offered by PT Duta Media
Indonesia Pematangsiantar Area in the influence of purchasing decision, hence company must improve and
improve promotion and image of A Mild cigarette brand. The better promotion and brand image of A Mild
cigarettes, it will improve the purchase decision of A Mild cigarettes.