The Effect of Product Quality, Price and Promotion on the Purchase Decision of Indihome Services Pt. Telkom Indonesia (Study on Indihome Consumers in Semarang City Area)
Downloads
The background of this research is based on the decrease in the number of Indihome service users in 2021 in the city of Semarang and the differences in the results of previous studies. This study aims to analyze the effect of product quality, price and promotion on purchasing decisions of Indihome PT. Telkom Indonesia Semarang City Area.The data used is primary data, with data collection techniques through questionnaires. The population used is all customers who buy IndiHome services in 2021 in Semarang City, with a total research sample of 100 respondents, with a sampling technique using simple random sampling. The data analysis technique used multiple linear regression analysisThe results obtained that partially product quality has a positive and significant effect on purchasing decisions with a significance value of 0.000 <0.05. Price has a positive and significant effect on purchasing decisions with a significance value of 0.00 < 0.05, and promotion has a positive and significant effect on purchasing decisions with a significance value of 0.002 < 0.000. The results simultaneously obtained that product quality, price, and promotion together have a positive and significant effect on purchasing decisions with a significance value of 0.000 <0.05. The results of the coefficient of determination obtained a value of 0.744, meaning that product quality, price, and promotion can explain variations in purchasing decisions of 74.4%.
Downloads
Abdullah, Thamrin, and Tantri, F. 2018. Marketing Management. Depok: Rajawali Press.
Alma, Buchari. 2018. Marketing Management and Services Marketing. Bandung: Alphabeta.
Amalia, Ratih Rizki. 2020. Pengaruh Brand Awareness, Customer Loyalty, Harga, dan Kualitas Produk terhadap keputusan pembelian Konsumen (Studi Kasus pada Pengguna Layanan Indihome PT. Telkom Indonesia di Pulau Jawa). Skripsi. STIE YKPN Yogyakarta
Andis, Agunawan, M. Risal, and Halim Usman. 2019. “The Influence of Product Quality, Price and Promotion on the Decision to Purchase Samsung Mobile Products at the Centro Palopo Store.” Journal of Management 5(1):25–31.
Andriani, Wiwin, Abdurrahman, and Putri Reno Kemala Sari. 2019. "The Influence of Product Quality, Price and Promotion on the Decision to Purchase Mineral Water in Dharma Brand Packaging (Case Study on Consumers of CV. Bahana Tirta Alam Maritim in Sumbawa Besar Regency)." Journal of Management and Business 2(1):1–7.
Arikunto, Suharsimi. 2019. Research Procedures A Practical Approach. Jakarta: Rineka Cipta.
Assauri, Sofjan. 2017. Marketing Management. Jakarta: PT RajaGrafindo Persada.
Ayuningtiyas, Kartika, and Hendra Gunawan. 2018. “The Influence of Trust, Ease and Quality of Information on Online Purchase Decisions in the Bukalapak Application for Batam State Polytechnic Students.” Journal of Applied Business Administration 2(1):152–65.
Baskara, Yoga. 2017. “The Influence of Brand Image and Product Quality on Volkswagen Golf Car Purchase Decisions (Case Study at Nuvolks Community Jakarta).” E-Proceeding of Management 4(2):1265–70.
Ferdinand, Augusty. 2014. Management Research Methods: Research Guidelines For Thesis, Thesis, And Dissertation Writing in Management Science. Semarang: Diponegoro University Publishing Agency.
Fitrori, Ilham, and Imam Hidayat. 2018. “The Influence of Brand Image, Word Of Mouth, Promotion, Price, Quality, And Service On Indihome Purchase Decisions.” Journal of Management Science and Research 7(9):1–20.
Gerung, Christy Jacklin, Jantje Sepang, and Sjendry Loindong. 2017. “The Influence of Product Quality, Price and Promotion on the Purchase Decision of Nissan X-Trail at PT. Wahana Wirawan Manado." EMBA Journal 5(2):2221–29.
Ghozali, Imam. 2016. Application of Multivariate Analysis With IBM SPSS Program 23. Print VI. Semarang: Diponegoro University Publishing Agency.
Hawkins, Delbert, and David Mothersbaugh. 2016. Consumer Behavior: Building Marketing Strategy. 13th Edit. New York: McGraw-Hill.
Herdiana, Nana. 2015. Management of Marketing Strategy. Bandung: Faithful Library.
Hermawan, Agus. 2014. Marketing Communication. Jakarta: Erlangga.
Indriantoro, Nur, and Bambang Supomo. 2016. Business Research Methodology For Accounting & Management. Pert Edition. Yogyakarta: BPFE-Yogyakarta.
Kafabih, Abdullah, and Aloysius Harry Mukti. 2018. “The Influence of Brand Image, Product Quality and Promotion on Purchase Decisions for Telkomsel, Indosat Ooredoo and Hutchison 3 Indonesia Sim Card Products in the East Jakarta Region.” Scientific Journal of Business, Capital Markets, and MSMEs 1(2):8–18.
Kaplale, Raihana. 2014. "Analysis of the Effect of Product Quality and Price on Purchase Decisions for Yamaha Mio (Case Study at PT. Hasjrat Abadi Ambon Branch)." Journal of Agrilan 2(1):63–77.
Kotler, Phillip, and Gary Armstrong. 2016. Marketing Basics. Issue 9 Ji. Jakarta: Erlangga.
Kotler, Phillip, and Kevin Lane Keller. 2016. Marketing Management. Edition 12 J. Jakarta: PT. Index.
Kurniawan, Rizki, Ratmono, and Nani Septiana. 2018. “The Influence of Price, Brand Image, Product Quality and Promotion on the Decision to Purchase Telkomsel Internet Data Package Cards in Metro City (Study of Muhammadiyah Metro University Students).” Journal of Dynamics STIE Lampung 4(2):80–105.
Laksono, Cahyo Budi, and Nyoman Suartha. 2017. “The Influence of Price, Product Quality and Promotion on the Decision to Purchase Telkomsel Internet Data Packages (Study on Students of the Faculty of Economics, Ngurah Rai University, Denpasar).” Journal of Management and Business Equilibrium 3(1):63–72.
Lupiyoadi, Rambat. 2013. Service Marketing Management. Jakarta: Four Salemba.
Nahlia, Farah, and Agus Hermani. 2016. “The Influence of Product Quality, Price, and Promotion on Decisions to Purchase XL Prepaid Cards (Case Study of Undip Faculty of Social and Political Sciences Semarang).” Journal of Business Administration 5(4):1–9.
Nurantoro, Purwadi, and Lina Noersanti. 2020. “The Influence of Price, Product Quality and Promotion on Purchase Decisions for Honda Vario 150 CC Motorcycles.” Scientific Articles 1(1):1–19.
Pernanda, Recit, and Wisdom. 2020. “The Influence of Brand Image and Promotion on the Purchase Decision of PT Amway Batam Branch.” Journal of Business Economics Equivalence 6(1):31–42.
Purwati, Heri Setiawan, and Rohmawati. 2012. "The Influence of Price and Product Quality on Purchase Decisions for Honda Matic Beat (Case Study at PT. Nusantara Solar Sakti)." Journal of Economics and Accounting Information (JENIUS) 2(3):260–77.
Riduansah. 2020. “The Influence of Product Quality, Promotional Prices and Brand Image on Online Shop Purchase Decisions (Student Study of the Indonesian College of Management Sciences Samarinda).” Inossa Research Journal 2(2):71–79.
Saladin, Djaslim. 2016. Marketing Management. Bandung: Great Science.
Sangadji, Etta Mamang, and Sopiah. 2013. Consumer Behavior – A Practical Approach Accompanied by the Association of Research Journals. Yogyakarta: Andi.
Saputra, Murjani and Putra, DA Wicaksana. 2021. The Influence of Price, Advertising and Product Quality On Telkomsel Internet Service Purchase Decisions. KEIZAI: Jurnal Kajian Ekonomi, Manajemen, & Akuntansi
Vol. 2, No. 2 (2021): 59 - 70
Sari, Ida Rosita, and Harti. 2021. “The Effect of Product Quality, Price and Promotion on Purchase Decisions.” ACCOUNTABLE 18(3):444–51.
Setiadi, Nugroho J. 2019. Consumer Behavior: A Contemporary Perspective on Consumer Motives, Goals, and Desires. Jakarta: Kencana Prenada Media.
Shimp, Terence A. 2017. Integrated Marketing Communication In Advertising And Promotion. Jakarta: Four Salemba.
Solomon, Michael R. 2018. Consumer Behavior: Buying, Having, and Being. Harlow, Essex: Pearson Education Limited.
Sudaryono. 2016. Marketing Management Theory And Implementation. Yogyakarta: Andi Offset.
Sugiyono. 2017. Qualitative Research Methods And R&D. Bandung: Alphabeta.
Tjiptono, Fandy. 2015. Marketing Strategy. Edition 4. Yogyakarta: Andi.
Tjiptono, Fandy, and Anastasia Diana. 2019. Customer Satisfaction: Concept, Measurement, & Strategy. Yogyakarta: Andi.
Wijaya, Tony. 2018. Total Quality Management. Jakarta: PT. Index.
Copyright (c) 2023 Agnes May Pangestika, Setia Iriyanto, Edy Purwanto
This work is licensed under a Creative Commons Attribution 4.0 International License.