PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KARTU SELULER

Abstract

This research is meant to find out the influence of brand image, product quality, and price to the purchasing decision. This research is associative descriptive research with quantitative approach. The sample collection has been done by using non probability sampling and 100 customers of Telkomsel cellular card on the employees of PT. Sentral Bahana Ekatama have been selected as samples. The data collection method is done by issuing questionnaires and the data analysis method has been done by using multiple linear regressions analysis. In order to find out the customer decision, it can be done by measuring the variables i.e. brand image, product quality, and price. The research object of this research is PT. Sentral Bahana Ekatama. The result that has been obtained of the research shows that the coefficient determination (R2) is 0.770 or 77%. It can be concluded from the result of hypothesis test that the value of t count of brand image is 0.421 with sig 0.000, the value of t count of product quality is 0.256 with sig 0.001, and the value of t count of price is 0.336 with sig 0.000. Keywords: Brand Image, Product Quality, Price, and Purchasing Decision.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 19 citations exist upstream.