The Influence of Brand Image, Product Quality and Price on Consumer Purchasing Decisions of Telkomsel cards in Sidoarjo
Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Konsumen Kartu Telkomsel di Sidoarjo
DOI:
https://doi.org/10.21070/ups.2521Keywords:
Brand image, Product quality, Price, Purchasing decisionsAbstract
The Influence of Brand Image, Product Quality, and Price on Consumer Purchasing Decisions of Telkomsel cards in Sidoarjo. Faculty of Business, Law and Social Sciences. Muhammadiyah University of Sidoarjo. The purpose of this study was to determine the effect of brand image, product quality and price on the purchasing decision of Telkomsel card products in Sidoarjo. The approach used in this study was quantitative by distributing questionnaires to 96 respondents who were taken using one of the non-probability sampling techniques used, namely the accidential sampling technique. Data analysis techniques were used to test validity, reliability, classical assumptions consisting of linearity, normality, autocorrelation multicollinearity and heteroscedasticity tests, multiple linear regression, partial test, multiple correlation coefficient test and multiple determination test. IBM SPSS version 24 software program. Partial test results show that brand image, product quality and price have a partial effect on purchasing decisions
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