Islami, Ekki Candra (2024) Pengaruh Harga, Citra Merek dan Promosi terhadap Keputusan Pembelian Kartu Prabayar Telkomsel (Studi Kasus pada Masyarakat Kecamatan Pakis). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The purpose of this research is to analyze the influence of price, brand image, and promotion on the purchasing decision of Telkomsel prepaid cards among the residents of Pakis sub-district. This study adopts a quantitative approach with primary data obtained through questionnaires distributed via Google Forms and filled out by Telkomsel prepaid card consumers in the Pakis sub-district, with a total sample size of 100 respondents. The research employs the Multiple Linear Regression analysis method. The population of this study consists of Telkomsel prepaid card consumers in the Pakis sub-district. Data analysis techniques include instrument testing, Classic Assumption Testing, Multiple Regression, ttest,F-test, and the Coefficient of Determination. Data processing utilizes the SPSS software (version 26.00). The findings reveal that, partially, price has a significant and positive influence on purchasing decisions. Partially, brand image has a significant and positive influence on purchasing decisions. Partially, promotion has a significant and positive influence on purchasing decisions. Simultaneously, price, brand image, and promotion collectively have a significant influence on the purchasing decision of Telkomsel prepaid cards in the Pakis sub-district, with brand image being the dominant variable influencing purchasing decisions.

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