DARLIANI, DARLIANI (2017) PENGARUH CITRA MEREK DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN KARTU SIM PRABAYAR AXIS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk meneliti mengenai faktor-faktor yang berpengaruh terhadap keputusan pembelian konsumen kartu sim prabayar axis. Faktor-faktor yang digunakan adalah citra merek, promosi penjualan yang dihipotesiskan berpengaruh terhadap keputusan pembelian kartu sim prabayar axis. Metode analisis yang digunakan adalah Analisis Regresi Linear Berganda dalam bantuan program statistik IBM SPSS Statistic 20. Metode penentuan sampel menggunakan Non-Probability sampling melalui cara sampling insidental. Jumlah sampel yang diukur adalah 100 sampel dengan cara menyebarkan kuesioner. Hasil penelitian diperoleh bahwa regresi yang terbentuk adalah Y = 6.839 + 0,625 X1 + 0,460X2. Secara simultan, variabel citra merek (X1) dan promosi penjualan (X2) dapat mempengaruhi keputusan pemebelian dengan nilai koefisien uji F hitung sebesar 59.715 dan nilai signifikansi sebesar 0,000 < 0,05. Sedangkan secara parsial, semua faktor berpengaruh terhadap keputusan pembelian dengan nilai koefisien uji t masing-masing sebesar 9.345 dan 3.920 dengan nilai signifikansi masing-masing sebesar 0,000 dan 0,000.The aim of this study is to examine the factors that influence consumer purchasing decision of axis sim card prepaid. Those factors are brand image and sales promotion, which are estimates could influence on purchasing decision of axis sim card prepaid. This research uses Multiple Regression Analysis with Statistical program IBM SPSS Statistic 20. That method that is used to determine sample is Non-Probability sampling through Incidental sampling. The number of sample measured are 100 sample by distributing questionnaires. The study found that regression equation formed is Y = 6.839 + 0,625 X1+ 0,460X2. Simultaneously, the variable of brand image (X1) and sales promotion (X2) could influence the purchasing decision by the coefficient value of F-test is 59.715 and the significance value is 0,000 < 0,05. While partically, are variables of brand image and sales promotion influence the purchasing decision by the coefficient of t-test is 9.345 and 3.920 with significance value is 0,000 and 0,000.
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