PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Mahasiswa Pengguna Kartu Telkomsel di Universitas Stikubank Semarang)

Abstract

The purpose of this study was to analyze the effect of product quality, brand image price perception on the decision to purchase Telkomsel starter cards (studies on students at Stikubank University Semarang). The independent variable in this study is a purchasing decision.   The population of this research is the buyers of Telkomsel starter cards at Stikubank University, Semarang. The sample in this study were 100 people. The sampling technique used purposive sampling, the method in data analysis in this study used multiple linear regression analysis with SPSS 20 program.   Results of the analysis can be concluded that product quality has a positive effect on purchasing decisions, brand image has a positive effect on purchasing decision,. price perception has a positive effect on purchasing decisions.