Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Layanan Internet F4 Net Bekasi
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Institusion
Universitas Islam 45
Author
Alhasanah, Nurdillah
Subject
Manajemen Pemasaran
Datestamp
2022-07-07 02:00:13
Abstract :
The purpose of the study was to determine how the influence of brand image and product quality on internet service purchasing decisions at F4 Net Bekasi. The population of this research are internet service users of F4 Net Bekasi, with a research sample of 83 respondents. To determine the sample used in this study is non-probability sampling and using purposive sampling technique. The method used in this study is descriptive statistics and calculations using multiple linear regression analysis calculated using SPSS 26.0. Multiple regression Y = 8.092 + 0.417 (X1) + 0.481 (X2) + e. The results of the calculated F test = 62.451 with sig = 0.000 <0.05. So Ho is rejected, Ha is accepted. The results of the t-test 1 of 2.601 with a significance of 0.011 and the results of the t-test of 2 of 3.261 with a significance value of 0.002, then H0 is rejected and Ha is accepted. The effect of brand image and product quality on purchasing decisions for internet services at F4 Net Bekasi is 61.0% while the remaining 39.0% is influenced by other factors not examined.
The purpose of the study was to determine how the influence of brand image and product quality on internet service purchasing decisions at F4 Net Bekasi. The population of this research are internet service users of F4 Net Bekasi, with a research sample of 83 respondents. To determine the sample used in this study is non-probability sampling and using purposive sampling technique. The method used in this study is descriptive statistics and calculations using multiple linear regression analysis calculated using SPSS 26.0. Multiple regression Y = 8.092 + 0.417 (X1) + 0.481 (X2) + e. The results of the calculated F test = 62.451 with sig = 0.000 <0.05. So Ho is rejected, Ha is accepted. The results of the t-test 1 of 2.601 with a significance of 0.011 and the results of the t-test of 2 of 3.261 with a significance value of 0.002, then H0 is rejected and Ha is accepted. The effect of brand image and product quality on purchasing decisions for internet services at F4 Net Bekasi is 61.0% while the remaining 39.0% is influenced by other factors not examined.
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