Vol 8 (2023): June (in progress)
Business and Economics

The Influence of Brand Image and Price on Data Quota Purchase Decisions on Starter Cards
Pengaruh Brand Image dan Harga Terhadap Keputusan Pembelian Kuota Data pada Kartu Perdana


Ainur Rofiq
Universitas Muhammadiyah Sidoarjo, Indonesia
Ainur Rochmaniah
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Published June 26, 2023
Keywords
  • Brand Image,
  • Price and Purchase Decision
How to Cite
Rofiq, A., & Rochmaniah, A. (2023). The Influence of Brand Image and Price on Data Quota Purchase Decisions on Starter Cards. Academia Open, 8, 10.21070/acopen.8.2023.3925. https://doi.org/10.21070/acopen.8.2023.3925

Abstract

Effect of brand image and price on decision to purchase smartfren data quota at the renny cell Waru counter. Faculty of Business, Law and Social Sciences Department of Comunication sciences, University of Muhammadiyah Sidoarjo. The purpose of this study was to determine the effect of brand image and price partially and simultaneously on purchasing decisions for smartfren data quotas at the Renny Cell Waru counter. The approach used in this research is quantitative by distributing questionnaires (questionnaire) to 103 respondents taken by one of the non-probability sampling techniques used is the total sampling technique. The data analysis technique used multiple linear regression, IBM SPSS version 24 software program. The results of this study state that Brand Image has a significant effect on purchasing decisuons, price has a significant effect on purchasing decisions, the most influential variable is brand image.

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