ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU PRABAYAR IM3 (Studi Pada Mahasiswa S1 Ekonomika dan Bisnis Undip Semarang)
Abstract: Purchasing decision
is a decision as an act of ownership of two or more alternative choices. Many
factors can influence the purchasing decisions of consumers to a product, such
as brand awareness, brand associations and quality perception. Consumer
purchasing decisions can be made to the number of products, one of which is a
prepaid card IM3. The selected object is a product of cellular IM3 Indosat card
ranked as the market share is still IM3 prepaid cards under other brands that
sympathy and the percentage decline in market share occurred in 2009-2011.The
purpose of this study was to analyze the effect of brand awareness, brand
associations and quality perception on purchase decisions.
The population in this study were students of Economics and Business
Undip S1, Jl. Tembalang, Semarang using Prepaid Card IM3. Samples taken 100
respondents. Sampling technique in this study was done by using simple random
sampling. Is the primary data type. Methods of data collection using
questionnaires. The analysis technique used is multiple regression.
Results of analysis using SPSS Version 13 showed that brand awareness
significantly influence the purchase decision. Brand associations have a
significant effect on purchasing decisions. Perceived quality significantly
influence the purchase decision. Therefore, the implications suggested in this
study is Indosat should be developing a wider 3G network and expand the network
in the cities that exist in the area, although it is done in stages. Make the
size larger image and slogan slogan more attractive for consumers interested in
having. By adding power to the BTS (Base Transceiver Station) so that it can be
strengthened in receiving and distributing signals.
Penulis: Galuh Niti Ibrahim,
Imroatul Khasanah
Kode Jurnal: jpmanajemendd131108
