PENGARUH CITRA MEREK, INOVASI PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KARTU PERDANA TELKOMSEL DI CV. BUMILINDO PRAKARSA, SURABAYA
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Institusion
Universitas Bhayangkara Surabaya
Author
SUSANTO, ANGGA DWI
Subject
HRD Management
Datestamp
2019-10-29 03:42:27
Abstract :
This research is meant to find out the influence of brand image, innovation product and service quality to the purchasing decision at CV. Bumilindo Prakarsa, Surabaya. This research is research with quantitative approach. The sample collection has been done by using non probability sampling and 98 customers of Telkomsel cellular card at CV. Bumilindo Prakarsa, Surabaya. The data collection method is done by issuing questionnaires and the data analysis method has been done by using multiple linear regressions analysis. In order to find out the customer decision, it can be done by measuring the variables i.e. brand image, product innovation and service quality. The research object of this research is CV. Bumilindo Prakarsa, Surabaya. The result that has been obtained of the research shows that the coefficient determination (R2) is 0.724 or 72,4%. It can be concluded from the result of hypothesis test that the value of t count of brand image is 0.453 with sig 0.000, the value of t count of product innovation is 0.460 with sig 0.000, and the value of t count of service quality is 0.319 with sig 0.000.
This research is meant to find out the influence of brand image, innovation product and service quality to the purchasing decision at CV. Bumilindo Prakarsa, Surabaya. This research is research with quantitative approach. The sample collection has been done by using non probability sampling and 98 customers of Telkomsel cellular card at CV. Bumilindo Prakarsa, Surabaya. The data collection method is done by issuing questionnaires and the data analysis method has been done by using multiple linear regressions analysis. In order to find out the customer decision, it can be done by measuring the variables i.e. brand image, product innovation and service quality. The research object of this research is CV. Bumilindo Prakarsa, Surabaya. The result that has been obtained of the research shows that the coefficient determination (R2) is 0.724 or 72,4%. It can be concluded from the result of hypothesis test that the value of t count of brand image is 0.453 with sig 0.000, the value of t count of product innovation is 0.460 with sig 0.000, and the value of t count of service quality is 0.319 with sig 0.000.
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