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

Tabhita Ratna   Prasastiningtyas; Djawoto Djawoto

Tabhita Ratna Prasastiningtyas
Djawoto Djawoto

Keywords: Brand Image, Product Quality, Price, Purchasing Decision

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 (R
) 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.
2

Keywords: Brand Image, Product Quality, Price, and Purchasing Decision.