ANALISIS PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PROVIDER INDOSAT OOREDOO (Studi Kasus Pada Pengguna Provider Indosat Ooredoo Yang Beraktifitas Di Wilayah Jakarta Pusat)

Naudia Syahirra, . (2022) ANALISIS PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PROVIDER INDOSAT OOREDOO (Studi Kasus Pada Pengguna Provider Indosat Ooredoo Yang Beraktifitas Di Wilayah Jakarta Pusat). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Indosat Ooredoo is a telecommunications network and service provider based in Indonesia. Consumers of the Indosat Ooredoo provider in the central business district of Jakarta are the subject of this investigation. This research is a quantitative research. There are 96 respondents in this survey, all of whom are Indosat Ooredoo customers in the Central Jakarta area. The non-probability sample was selected through purposive sampling. Data were collected through questionnaires, and analyzed using PLS3.0 smart software. Based on the results of the study, (1) product quality has a significant effect on purchasing decisions with a P value of 0.025, (2) brand image has an insignificant effect on purchasing decisions with a P value of 0.449, and (3) price has a significant effect on purchasing decisions with a P value is 0.001. Product quality, brand image, and price influence purchasing decisions with an R square value of 60.6%, while other factors such as quality of promotional services and perceived comfort contribute 39.4%. Keywords: Product Quality, Brand Image, Price, Purchase Decision. And Indosat Ooredoo.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil:1810111051] [Pembimbing:Lina Aryani] [Penguji 1:Bernadin Dwi M] [Penguji 2:Rosali Sembiring Colia]
Uncontrolled Keywords: Product Quality, Brand Image, Price, Purchase Decision. And Indosat Ooredoo.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Naudia Syahirra
Date Deposited: 26 Jul 2022 06:32
Last Modified: 26 Jul 2022 06:32
URI: http://repository.upnvj.ac.id/id/eprint/19078

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