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All Journal Review of Management, Accounting, and Business Studies
Khotimah, Fernandita Khusnul
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Economics, Econometrics & Finance

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Journal : Review of Management, Accounting, and Business Studies

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Factors influencing purchasing decision on Telkomsel providers in Solo Raya Khotimah, Fernandita Khusnul; Maisara, Putri
Review of Management, Accounting, and Business Studies Vol. 4 No. 1 (2023)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/revenue.v4i1.4856

Abstract

The article explored the influence of product quality, brand image, and Word of Mouth on purchasing decisions for Telkomsel provider cards in Solo Raya, Indonesia. Drawing upon literature reviews and quantitative methods, the study analyzed data from 105 respondents using validity, reliability, normality, multicollinearity, heteroscedasticity tests, as well as multiple linear regression and t-tests. Findings indicated that while product quality positively impacted purchasing decisions, it was not statistically significant. Conversely, brand image and Word of Mouth significantly influenced consumer choices. The study concluded by recommending strategies for Telkomsel to enhance product quality, maintain brand integrity, and leverage positive Word of Mouth marketing to improve sales. Future research was suggested to expand the sample size and include additional variables for a comprehensive understanding of consumer behavior in Telkomsel card purchases.
Co-Authors Maisara, Putri