Skip to main navigation menu Skip to main content Skip to site footer
Academia Open

Business and Economics

Vol 8 No 1 (2023): June

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



(*) Corresponding Author
DOI
https://doi.org/10.21070/acopen.8.2023.3925
Published
June 26, 2023

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

References

  1. Keller. (2019). Manajemen Pemasaran, Jilid I, Edisi Kedua belas, PT. Indeks, Jakarta.
  2. Kotler dan Amstrong. (2019). Dasar-dasar Pemasaran. Jilid 1: Edisi Kesembilan. Penerbit PT. Indeks Gramedia. Jakarta.
  3. Arikunto. (2006). Prosedur Penelitian Suatu Pendekatan Praktek. Jakarta : PT. Rineka Cipta.
  4. Sugiyono. (2018). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R dan D. Bandung: Alfabeta
  5. Ghozali. (2018). Aplikasi Analisis Multivariat Dengan Program IMB SPSS 24 (9th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
  6. Kotler. (2019). Manajemen Pemasaran. PT. Prenhallindo, Jakarta
  7. Nuprilianti, Nanda Purnama. (2016). Pengaruh Personal Selling, Brand Image, Word Of Mouth Terhadap Keputusan Pembelian Mobil Nanda Purnama. Jurnal Ilmu dan Riset Manajemen. Sekolah Tinggi Ilmu Ekonomi Indonesia
  8. Soim, Faisal Munif. (2016). Pengaruh Brand Image Terhadap Keputusan Pembelian (Studi Pada Pembeli Kartu Perdana Simpati Di Booth Telkomsel Matos). Jurnal Administrasi Bisnis (JAB)|Vol. 35 No. 1 Juni 2016. Universitas Brawijaya Malang.
  9. Rahmadani, Refika dan Febryandhie Ananda (2018). Analisis Pengaruh Harga Terhadap Keputusan Pembelian Di Online Shop Tokopedia. Jurnal Ekonomi. Sekolah Tinggi Ilmu Ekonomi KBP.
  10. Lestari. Anna Dwi. (2017). Pengaruh Promosi, Harga Dan Brand Image Terhadap Keputusan Pembelian Produk Provider Handphone (Studi pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi. Universitas Muhammadiyah Surakarta
  11. Pamungkas, S., & Hidayat, W. (2015). Pengaruh Tarif, Citra Merek, dan Kualitas Pelayanan terhadap Keputusan Pembelian Tiket Maskapai Penerbangan Citilink Indonesia. Jurnal Ekonomi.

Downloads

Download data is not yet available.