Influencing Factors Telkomsel Internet Package Purchase Decision

Muhammad Zulkarnain; Mukarramah

doi:10.52643/joeb.v2i1.42

Authors

Muhammad Zulkarnain Sekolah Tinggi Ilmu Manajemen Pase Langsa, Universitas Sumatera Utara
Mukarramah Sekolah Tinggi Ilmu Manajemen Pase Langsa, Universitas Sumatera Utara

DOI:

https://doi.org/10.52643/joeb.v2i1.42

Abstract

The study aims to determine the factors that influence the decision to purchase Telkomsel internet packages in Langsa. The study used a sample of 96 respondents who were Telkomsel internet package users in Langsa City. The data analysis method uses validity, reliability, classic assumption test, multiple linear regression test, coefficient of determination test (R²) and hypothesis test. The results obtained from three factors namely product quality, price and brand image have a positive and significant effect on the decision to purchase Telkomsel internet packages. The coefficient of determination test results obtained by 0.531 or 53.1 product quality, price and brand image affect the purchase decision of Telkomsel internet packages and the remaining 46.9% is influenced by other variables not examined.

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

Author Biography

Mukarramah, Sekolah Tinggi Ilmu Manajemen Pase Langsa, Universitas Sumatera Utara

The study aims to determine the factors that influence the decision to purchase Telkomsel internet packages in Langsa. The study used a sample of 96 respondents who were Telkomsel internet package users in Langsa City. The data analysis method uses validity, reliability, classic assumption test, multiple linear regression test, coefficient of determination test (R²) and hypothesis test. The results obtained from three factors namely product quality, price and brand image have a positive and significant effect on the decision to purchase Telkomsel internet packages. The coefficient of determination test results obtained by 0.531 or 53.1 product quality, price and brand image affect the purchase decision of Telkomsel internet packages and the remaining 46.9% is influenced by other variables not examined.

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