The Influence of Promotion and Distribution Perceptions on Indomie Purchasing Decisions

Abstract

The instant noodle industry in Indonesia faces intense competition, encouraging companies to continuously improve their marketing strategies in order to influence consumer purchasing behavior. Promotion and distribution are two important marketing elements that play a significant role in attracting consumers and ensuring product availability in the market. Indomie, as one of the leading instant noodle brands in Indonesia, actively implements various promotional activities and maintains an extensive distribution network to sustain its market dominance. This study aims to examine the effect of consumers’ perceptions of promotion and distribution on purchasing decisions of Indomie products. This research employs a quantitative approach using a surveymethod. Primary data were collected through structured questionnaires distributed to 100 respondents selected using purposive sampling. The respondents consisted of consumers aged 13–60 years who had purchased Indomie at least twice. The variables analyzed include perception of promotion and perception of distribution as independent variables, and purchasing decision as the dependent variable. All indicators were measured using a Likert scale. Data analysis was conducted using multiple linear regression, preceded by validity and reliability tests as well as classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests. The findings of this study are expected to provide empirical evidence regarding the influence of promotional and distribution perceptions on consumer purchasing decisions and to offer practical insights for companies in developing effective marketing strategies within the instant noodle industry.