Academia Open
Vol 8 No 1 (2023): June
Business and Economics

Brand Image and Price: Influencing Smartfren Data Quota Purchasing Decisions
Gambaran Merek dan Harga: Pengaruh pada Keputusan Pembelian Kuota Data Smartfren


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

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.8.2023.3925
Published June 26, 2023
Keywords
  • Brand Image,
  • price,
  • Purchasing Decisions,
  • Smartfren Data Quotas,
  • Consumer Behavior
How to Cite
Rofiq, A., & Rochmaniah, A. (2023). Brand Image and Price: Influencing Smartfren Data Quota Purchasing Decisions. Academia Open, 8(1), 10.21070/acopen.8.2023.3925. https://doi.org/10.21070/acopen.8.2023.3925

Copyright (c) 2023 Ainur Rofiq, Ainur Rochmaniah

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This quantitative study examines the influence of brand image and price on purchasing decisions for Smartfren data quotas at the Renny Cell Waru counter. The research employed a total sampling technique, with 103 respondents completing questionnaires. Multiple linear regression analysis using IBM SPSS version 24 was conducted to analyze the data. The findings reveal that both brand image and price significantly affect purchasing decisions, with brand image exerting the strongest influence. This study contributes to the understanding of consumer behavior and provides valuable implications for marketers in the telecommunications industry.

Highlights:

  • Brand Image significantly impacts purchasing decisions for Smartfren data quotas.
  • Price plays a significant role in shaping consumer decisions regarding Smartfren data quotas.
  • Brand Image emerges as the most influential factor influencing purchasing decisions.

Keywords: Brand Image, Price, Purchasing Decisions, Smartfren Data Quotas, Consumer Behavior

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