ANALISIS PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, PROMOSI TERHADAP CITRA MEREK DAN MINAT BELI SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN KARTU PERDANA XL AXIATA DI SEMARANG
Abstract: This study aimed to
analyze the effect of product quality, price perception, and promotion of brand
image and purchase interest and their impact on the purchase decision Axiata XL
card in Semarang. Improving network quality in several areas including the
farthest and improving the quality of the card so that no damage can enhance
the brand image of XL Axiata, thus making consumers make purchasing decisions
Axiata XL card. Perception prices and promotions have been done XL Axiata make
consumers interested in buying, as well as increasing the purchasing decisions
of consumers against Axiata XL card. Promotion XL Axiata very intensive to make
the increase in purchase decisions Axiata XL card. XL Axiata brand image are
important things to consider consumers to buy and increased the purchasing decisions
of consumers against Axiata XL card.
This study sampled using non-probability sampling technique, the
respondents who have bought and used the card XL Axiata in Semarang. The
collection of data obtained from 200 users Axiata XL card in Semarang by giving
questionnaires. The analysis technique used in this research is Structural
Equation Modeling (SEM) with Amos 22.
The analysis showed that the product quality, price perception, and the
campaign has a positive influence and significant impact on the brand image and
purchase interest and their impact on the purchase decision Axiata XL card in
Semarang.
Keywords: product quality,
perceived price, promotion, brand image, purchase interest, purchase decision
Penulis: Panji Usmar
Wicaksono, Mudiantono
Kode Jurnal: jpmanajemendd170836
