Academia Open
Vol 8 No 1 (2023): June

Brand Image and Price: Influencing Smartfren Data Quota Purchasing Decisions

Ainur Rofiq (Universitas Muhammadiyah Sidoarjo)
Ainur Rochmaniah (Universitas Muhammadiyah Sidoarjo)

Article Info

Publish Date
26 Jun 2023

Abstract

This quantitative study examines the influence of brand image and price on purchasing decisions for Smartfren data quotas at the Renny Cell Waru counter. The research employed a total sampling technique, with 103 respondents completing questionnaires. Multiple linear regression analysis using IBM SPSS version 24 was conducted to analyze the data. The findings reveal that both brand image and price significantly affect purchasing decisions, with brand image exerting the strongest influence. This study contributes to the understanding of consumer behavior and provides valuable implications for marketers in the telecommunications industry. Highlights: Brand Image significantly impacts purchasing decisions for Smartfren data quotas. Price plays a significant role in shaping consumer decisions regarding Smartfren data quotas. Brand Image emerges as the most influential factor influencing purchasing decisions. Keywords: Brand Image, Price, Purchasing Decisions, Smartfren Data Quotas, Consumer Behavior

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Full PDF
226.083 KB
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Academia Open
Website

Abbrev

acopen

Publisher

Universitas Muhammadiyah Sidoarjo

Subject

Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Other

Description

Academia Open is published by Universitas Muhammadiyah Sidoarjo published 2 (two) issues per year (June and December). This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. This ...