PENGARUH, HARGA PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU XL DI SAMARINDA

Abstract

This research aims to determine and analyze the influence, price, promotion and brand image on XL Card purchasing decisions in Samainda.

The theory used in this research is Marketing Management, especially the theory of Price, Promotion, Brand Image and Purchasing Decisions. The analytical tools used in this research are validity test, reliability test, normality test, linearity test, multicollinearity test, heteroscedasticity test, autocorrelation test, multiple linear regression analysis, coefficient of determination analysis, t test, and f test.

Research Results: 1.) price variables have a significant effect on purchasing decisions. Price has a significant influence on the decision to purchase an XL card in Samarinda. 2.) promotional variables do not have a significant effect on purchasing decisions. Promotions do not have a significant influence on decisions to purchase XL cards in Samarinda. 3.) The brand image variable does not have a significant effect on purchasing decisions. Brand image does not have a significant influence on decisions to purchase XL cards in Samarinda. 4.) price, promotion and brand image variables simultaneously influence purchasing decisions. The higher the price, promotion and brand image influence the decision to purchase an XL card in Samarinda.