Influence of Brand Awareness and Brand Image on Purchase Decision of Indihome Services at PT Telkom Indonesia Regional IV Jateng-DIY

Umar Farouk, Jumi Jumi, Natasya Annisa S

Abstract


This study was used to examine the effect of Brand Awareness (X1) and Brand Image (X2) on Purchasing Decisions (Y) of PT Telkom Indonesia IndiHome services Regional IV Jateng DIY. This research is based on declining sales and decreasing consumer perceptions of IndiHome services in 2022. The objects in this study are IndiHome service customers in Semarang City, with data on the number of sales of IndiHome services in 2022 obtained as many as 44,092 sales. The number of samples taken to conduct the research was 100 respondents using a purposive sampling technique. This research is a type of quantitative research using literature and questionnaires as research data collection tools. The questionnaire uses a Likert scale as a measurement scale in research. The analysis model used in this study is a multiple linear regression analysis model. Data calculations were carried out in the survey using the SPSS application. Based on the calculation results, brand awareness, and brand image significantly and positively influence the purchasing decisions of IndiHome service customers.

Keywords


Brand Awareness, Brand Image, Purchasing Decisions

Full Text:

PDF

References


Arianty, N., & Andira, A. (2021). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Produk Helm LTD (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Sumatera Utara). Pendekatan. Jurnal Ilmiah Magister Manajemen, 4(1), 897.

Asosiasi Penyelenggara Jasa Internet Indonesia. (2022). APJII Indonesia Digital Outlook 2022. https://apjii.or.id/berita/d/apjii-di-indonesia-digital-outloook- 2022_857

Budhiman, A. I., Rini, E. S., & . F. (2021). Analysis of Indihome Competitive Advantage Strategy PT Telkom Indonesia (Tbk) Witel Medan. International Journal of Research and Review, 8(9), 49–56. https://doi.org/10.52403/ijrr.20210909

Choiruman, D., Terapan, F. I., Telkom, U., Widaningsih, S., Terapan, F. I., & Telkom, U. (2023). Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Produk Indihome ( Studi Kasus PT . Telekomunikasi Indonesia Tbk Graha Merah Putih Bandung Tahun 2022 ) The Influence of Brand Awareness and Brand Image on Indihome Product Purchase Deci. 9(2), 608–613.

Damiati, Masdarini, L., Suriani, M., Adnyawati, N. D. M. S., Marsiti, C. I. R., Widiartini, K., & Angendari, M. D. (2021). Perilaku Konsumen. In Widina (Vol. 5).

Hariyanto, R. C., & Wijaya, A. (2022). Pengaruh Brand Ambassador, Brand Image dan Brand Awareness terhadap Purchase Decision. Jurnal Manajerial Dan Kewirausahaan, 4(1), 198. https://doi.org/10.24912/jmk.v4i1.17192

Kemp, S. (2022). Digital 2022: Local Country Headlines Report.

Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara : Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83. https://doi.org/10.31334/abiwara.v1i2.795

Munir, M. (2018). Fakultas Ekonomi Universitas Muhammadiyah Jember 2018 Page 1.

Noeryakin, F., & Eriza, F. (2022). Pengaruh Purnajual dan Kualitas Pelayanan terhadap Loyalitas Konsumen Indihome Pt. Telkom Indonesia Medan (Studi pada Masyarakat Kota Medan). Regress: Journal of Economics & Management, 1(3), 89–99. https://doi.org/10.57251/reg.v1i3.264

Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D.




DOI: http://dx.doi.org/10.32497/ab.v24i3.5329

Refbacks

  • There are currently no refbacks.


View My Stats