PENGARUH KOMPONEN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN LAYANAN TELEKOMUNIKASI INDIHOME DI KOTA YOGYAKARTA
Keywords:Brand Image., Corporate Image., User Image., Product Image and Purchasing Decisions.
The Purpose of this study is to identify the impact of the brand image both partial and simultaneous and to identify the variables that have a dominant impact on purchasing decisions in the IndiHome telecommunication services. The independent variables in this study are the corporate image (X1), user image (X2), and product image (X3). Whereas the dependent variable is purchasing decision (Y).
The study employed quantitative research methods with descriptive and causality research. In this study the population is a consumer that uses the indihome telecommunication services. And this study uses 100 respondents as research samples.
In analyzing data using linear regressions, t tests, F tests, and determinative coefficients. According to partial testing (t), the corporate image has a significant impact on the decision of the purchase with a significant value of 0,005 < 0,05 then, the corporate image has a partial influence on the decision to purchase the IndiHome telecommunication services. User image has a significant effect on the purchase decision with a significant value of 0,007 < 0,05 then, the user image has a partially influential on the purchase of purchase of IndiHome’s telecommunication services products. The product image has a significant value of 0,004 < 0,05 then, the product image has a partially influential on the decision of purchasing the product of the indihome entrance.
As for the results of the simultaneous test (test F) in this study showed significant value of F is 0,000 < 0,05 which means that brand image consisting of corporate image, user image, and product image together have a significant effect on purchasing decision. Adjusted R Square value on this study is 0,309. This means that 30,9 % of purchase decision can be explained by all three independent variables of corporate image (X1), user image (X2), and product image (X3). The rest of the 69,1 % was affected by other unexamined variables in the study.
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Copyright (c) 2023 Anisa Uli Maslakhah, Yunita Fitri Wahyuningtyas
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