PENGARUH PROMOSI, BRAND IMAGE, DAN HARGA TERHADAP MINAT BELI PRODUK INDIHOME PT. TELEKOMUNIKASI INDONESIA PADA KELURAHAN TANAH MERAH DI SAMARINDA

Febi Wijayanti1 Mardiana Purwanti

Abstract


ABSTRACT

This study was conducted to determine the effect of 1) promotion on interest in buying Indihome products, 2) brand image on interest in buying Indihome products, 3) price on interest in buying Indihome products, 4) promotion, price and brand image on interest in buying Indihome products PT. Telekomunikasi Indonesia.

The population of this research is the entire community in Tanah Merah Samarinda. The sample of this research is 99 respondents using simple random sampling technique. There are 4 variables in this study including promotion, brand image, price and buying interest. The data analysis technique used multiple linear regression analysis with classical assumptions and hypothesis testing with SPSS 25 program tools.

The results of this study indicate that the promotion variable has a positive and significant effect on buying interest in Indihome PT. Telekomunikasi Indonesia in Tanah Merah Samarinda, it can be concluded that the hypothesis is accepted, the brand image variable has a positive and significant effect on buying interest Indihome products PT. Telekomunikasi Indonesia in Tanah Merah Samarinda, it can be concluded that the hypothesis is accepted, the price variable has a positive and significant effect on buying interest Indihome products PT. Telekomunikasi Indonesia in Tanah Merah Samarinda, it can be concluded that the hypothesis is accepted, promotion, brand image and price variabels have a positive and significant effect on buying interest Indihome products PT. Telekomunikasi Indonesia in Tanah Merah Samarinda, it can be concluded that the hypothesis is accepted.


Keywords


promotion, brand image, price and buying

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References


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