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Sitepu, Silvia R.
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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PENGARUH BRAND IMAGE PELANGGAN TELKOMSEL TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus: Mahasiswa Fakultas Ekonomi Unika Santo Thomas SU) Sitepu, Silvia R.; Tamba, Darwis
Jurnal Manajemen dan Bisnis Vol 13 No. 1 Tahun 2013
Publisher : UNIKA Santo Thomas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54367/jmb.v13i1.65

Abstract

The purpose of research to determine the effect of brand image components consisting of image makers, user image and product image provider Telkomsel customers on purchasing decisions and to determine the components of the brand image is the image makers, user image and product image provider Telkomsel subscribers Which has more influence on purchasing decision. The population of this study were all students of the Faculty of Economics, University of St. Thomas Catholic North Sumatra. Samples were taken 96 people. Data collection techniques used by questionnaire and data analysis technique used is multiple linear regression equation. Based on the results of research and discussion shows that the component brand image consisting of a variable image-makers, the user's image and product image provider Telkomsel subscribers simultaneously significant effect on consumer purchasing decisions. Partially indicates that the component brand image consisting of a variable image-makers, the user's image and product image provider Telkomsel subscribers partially significant effect on purchasing decisions students of the Faculty of Economics, University of St. Thomas Catholic North Sumatra.
PENGARUH BRAND IMAGE PELANGGAN TELKOMSEL TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus: Mahasiswa Fakultas Ekonomi Unika Santo Thomas SU) Sitepu, Silvia R.; Tamba, Darwis
Jurnal Manajemen dan Bisnis Vol 13 No. 1 Tahun 2013
Publisher : UNIKA Santo Thomas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54367/jmb.v13i1.65

Abstract

The purpose of research to determine the effect of brand image components consisting of image makers, user image and product image provider Telkomsel customers on purchasing decisions and to determine the components of the brand image is the image makers, user image and product image provider Telkomsel subscribers Which has more influence on purchasing decision. The population of this study were all students of the Faculty of Economics, University of St. Thomas Catholic North Sumatra. Samples were taken 96 people. Data collection techniques used by questionnaire and data analysis technique used is multiple linear regression equation. Based on the results of research and discussion shows that the component brand image consisting of a variable image-makers, the user's image and product image provider Telkomsel subscribers simultaneously significant effect on consumer purchasing decisions. Partially indicates that the component brand image consisting of a variable image-makers, the user's image and product image provider Telkomsel subscribers partially significant effect on purchasing decisions students of the Faculty of Economics, University of St. Thomas Catholic North Sumatra.
Co-Authors Darwis Tamba, Darwis