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Budi Ismanto
Universitas Pamulang
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Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Pada PT Indonesia Comnets Plus (Icon+) Area Jakarta Timur Budiman, Surya; Ismanto, Budi; Ahyani, Ahyani; Ningsi, Dewi
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 6 No. 2 (2026): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v6i2.2048

Abstract

In the increasingly competitive telecommunications service industry, brand image and pricing strategy play an important role in shaping organizational purchasing decisions. This study aims to analyze the effect of brand image and price on purchasing decisions at PT Indonesia Comnets Plus (Icon+) East Jakarta Area, both partially and simultaneously. This research uses a quantitative associative approach. The sample consisted of 100 respondents determined using the Slovin formula and selected through simple random sampling. Data were collected through questionnaires using a Likert scale and analyzed using SPSS version 26 with multiple linear regression analysis. The results indicate that both brand image and price have a positive and significant effect on purchasing decisions, either individually or jointly. A stronger brand image and more appropriate pricing are proven to increase purchasing decisions. Together, these variables explain a considerable proportion of the variation in purchasing decisions, while the rest is influenced by other factors outside the model. Therefore, companies are encouraged to strengthen brand image management and implement competitive pricing strategies to improve purchasing decisions. In addition, future studies are recommended to include other variables such as service quality, promotion, and customer experience to provide a more comprehensive understanding of consumer behavior in the telecommunications service sector, particularly at the corporate level in Indonesia.
Co-Authors Abdul Rahman Safiih Ahyani, Ahyani Aldila Rahma Putri Ali Zaenal Abidin Ali Zaenal Abidin Ardiansyah Ardiansyah Arif Rahman Arif, Fathan Asep Suherman Asep Suherman Asep Suherman Asep Suherman Budiman, Surya Danang Choirul Umam Dede Abdurohman Dede Abdurohman Dede Abdurohman, Dede Desi Prasetiyani Dewi Ningsih Dewi, Widya Candra Dodi Prasada Fathan Arif Hasanudin Hasanudin Hasanudin Hasanudin Indirasari, Indri Jaenudin Jaenudin Mahardhika Andiansyah Muhamad Restu Wijaya Ningsi, Dewi Nurcahyati, Siti Nurul Ilham Putri, Aldila Rahma Sarinten Sarinten Siti Nurcahyati Sri Mulyani Sri Mulyani Susanti, Fahmi Syarifah Ida Farida Triyadi Triyadi Wahyu Andri Wibowo Widya Candra Dewi Yusuf Y Yusuf Yusuf Yusuf Yusuf Yusuf Yusuf