Pengaruh Promosi, Harga, Kualitas Produk, Dan Brand Image Terhadap Keputusan Pembelian Indihome (studi Kasus Perumahan Pesona Bali, Bandung)

Aufi Fillah, Sisca Eka Fitria

Abstract

Abstrak Adanya inovasi pada perusahaan membuat perusahaan dapat semakin berkembang dan dapat bersaing di pasar. Perkembangan teknologi dan informasi semakin tinggi dan kompleks. Kondisi persaingan yang semakin kompetitif mengharuskan perusahaan yang bergerak dibidang telekomusikasi secara berkesinambungan terus memperhatikan dan mempertimbangkan kepuasan konsumen disamping pencapaian keuntungan. Kualitas produk yang baik ini akan mampu memberikan rasa kepercayaan dalam diri konsumen dalam penggunaannya yang kemudian menjadi motivasi konsumen untuk membeli maupun menikmati produk tersebut terus-menerus. Penelitian ini bertujuan untuk mengetahui pengaruh promosi, harga, kualitas produk dan brand image terhadap keputusan pembelian Indihome. Penelitian ini menggunakan pendekatan kuantitatif dengan analisis regresi berganda. Pengumpulan data penelitian menggunakan kuesioner. Sampel dalam penelitian ini adalah 85 konsumen di Perumahan Pesona Bali, dengan teknik Simple Random Sampling. Hasil penelitian ini diperoleh bahwa Promosi, Harga, Kualitas Produk dan Brand Image berpengaruh signifikan secara simultan dan parsial terhadap Keputusan Pembelian IndiHome. Nilai koefisien determinasi sebesar 0.790, artinya pengaruh Promosi, Harga, Kualitas Produk dan Brand Image secara simultan dengan Keputusan Pembelian IndiHome sebesar 79%, sedangkan 21% sisanya merupakan pengaruh dari variabel lainnya yang tidak diamati. Kata Kunci: Promosi, Harga, Kualitas Produk, Brand Image, Keputusan Pembelian Abstract Innovation in companies makes companies more developed and able to compete in the market. The development of technology and information is increasingly high and complex. Increasingly competitive competition conditions require companies engaged in telecommunication to continuously pay attention and consider customer satisfaction in addition to profit achievement. This good product quality will be able to provide a sense of confidence in consumers in its use which then becomes the motivation of consumers to buy and enjoy the product continuously. This study aims to determine the effect of promotion, price, product quality and brand image on Indihome purchasing decisions. This study uses a quantitative approach with multiple regression analysis. Collecting research data using a questionnaire. The sample in this study were 85 consumers in Pesona Bali Housing, with Simple Random Sampling technique. The results of this study obtained that Promotion, Price, Product Quality and Brand Image had a significant effect simultaneously or partially on IndiHome Purchase Decisions. The coefficient of determination is 0.790, meaning that the influence of Promotion, Price, Product Quality and Brand Image simultaneously with IndiHome Purchase Decision is 79%, while the remaining 21% is the influence of other variables not observed. Keywords: Promotion, Price, Product Quality, Brand Image, Purchase Decision

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