Pengaruh Strategi Pemasaran dan Citra Perusahaan Terhadap Keputusan Pembelian Produk Refi Pada PT FIFGROUP Cabang Singaraja

Abstract

This research aims to determine the effect of marketing strategy and company image regarding purchasing decisions for Refi products at PT FIFGROUP Singaraja Branch. This research is quantitative research using primary data obtained from distributing questionnaires. The population of this research is Refi customers from PT FIFGROUP Singaraja Branch. The number of samples in this study was 98 respondents with the criteria of customers whose payments were smooth. Data analysis used multiple linear regression analysis with the help of the IMB SPSS version 25 application. The research results partially showed that marketing strategy and company image positively and significantly affected purchasing decisions.