PENGARUH CITRA MEREK, WORD OF MOUTH, PROMOSI, HARGA, KUALITAS DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN INDIHOME

Abstract

The Indonesian Telecommunications company is a state owned enterprise in charge of providing telecommunications services to the public in the country. In January 2015 the Company launched its new product, IndiHome. IndiHome is a Triple Play program from Telkom which includes Internet on Fiber or High Speed Internet (Fast internet), Phone (Home telephone) and IPTV (UseeTV Cable). This research aims to test the influence of Brand Image, Word of Mouth, Promotion, Price, Product Quality and the Service to the buying decision of Indihome at PT. Telkom in Surabaya. The population in this research are all the users of Indihome PT. Telkom brand Rungkut Surabaya. Sampling technique using probability sampling with the number of samples as many as 105 respondents. Data analysis technique using multiple linear regression analysis with using spss tool 20.0. The results showed simultaneously that Brand Image, Word of Mouth, Promotion, Price, Quality and Service have a significant influence on Purchase Decision. Partially Word of Mouth, Price, Quality and Service have a significant influence to purchase decision while brand image and promotion have an insignificant influence to purchasing decision.
Keywords: brand image, word of mouth, promotion, price, quality