DISCUSSION OF FINDINGSHypothesis 1:

DISCUSSION OF FINDINGS
Hypothesis 1: There is no significant relationship between brand image and consumers’ buying decision.From the table,it can be seen that the correlation of brand image is 0.397** and the significant level is 0.01. The table shows that the p-value is 0.000, which is less than (

Hasil (Bahasa Indonesia) 1:

DISCUSSION OF FINDINGSHypothesis 1: There is no significant relationship between brand image and consumers’ buying decision.From the table,it can be seen that the correlation of brand image is 0.397** and the significant level is 0.01. The table shows that the p-value is 0.000, which is less than (<) 0.01. Therefore, we reject the null hypothesis and conclude that brand image has a significant influence on consumer buying decision. This result is in congruence with the findings of Porter and Clay comb (1997), Nguyen and LeBlanc (1998), deChernatony and Harris (2000), Lafferty and Newell (2000), Silvia and Alwi (2008), and Kim et al. (2009) that there is a significant relationship between brand image and consumer buying decision. However, the findings also contradict a number of empirical studies, such as Bloemer et al. (1998), Kim et al. (2006), Moon et al. (2009), and Hanzaee and Farsani (2011) which established no significant relationship between brand image and consumer buying decision. Hypothesis 2: There is no significant relationship between advertising and consumers’ buying decision. From the table, it can be seen that the correlation of advertising is 0.445** and the significant level is 0.01. The table shows that the p-value is 0.000, which is less than (<) 0.01. Therefore, we reject the null hypothesis and conclude that sales promotion has a significant influence on consumer buying decision. This result is in congruence with the findings of Chakrabortty et al. (2013) and Matthew et al (2013) that advertising plays a very important role in influencing the consumer purchase decision.

Hasil (Bahasa Indonesia) 2:

PEMBAHASAN TEMUAN
Hipotesis 1: Tidak ada hubungan yang signifikan antara citra merek dan konsumen membeli decision.From meja, dapat dilihat bahwa korelasi citra merek adalah 0,397 ** dan tingkat signifikan 0,01. Tabel menunjukkan bahwa p-value adalah 0,000, yang kurang dari (<) 0,01. Oleh karena itu, kita menolak hipotesis nol dan menyimpulkan bahwa citra merek memiliki pengaruh yang signifikan terhadap keputusan pembelian konsumen. Hasil ini dalam keselarasan dengan temuan Porter dan Clay sisir (1997), Nguyen dan LeBlanc (1998), deChernatony dan Harris (2000), Lafferty dan Newell (2000), Silvia dan Alwi (2008), dan Kim et al. (2009) bahwa ada hubungan yang signifikan antara citra merek dan keputusan pembelian konsumen. Namun, temuan juga bertentangan sejumlah studi empiris, seperti Bloemer et al. (1998), Kim et al. (2006), Bulan et al. . (2009), dan Hanzaee dan Farsani (2011) yang didirikan tidak ada hubungan yang signifikan antara citra merek dan keputusan pembelian konsumen

Hipotesis 2: Tidak ada hubungan yang signifikan antara iklan dan keputusan pembelian konsumen. Dari tabel, dapat dilihat bahwa korelasi iklan 0,445 ** dan tingkat signifikan 0,01. Tabel menunjukkan bahwa p-value adalah 0,000, yang kurang dari (<) 0,01. Oleh karena itu, kita menolak hipotesis nol dan menyimpulkan bahwa promosi penjualan memiliki pengaruh yang signifikan terhadap keputusan pembelian konsumen. Hasil ini dalam keselarasan dengan temuan Chakrabortty et al. (2013) dan Matthew et al (2013) iklan yang memainkan peran yang sangat penting dalam mempengaruhi keputusan pembelian konsumen.