The Effect of Brand Image Perception and Product Quality Toward the Interest to Buy Consumer Pre-Pay IM3 Ooredoo
- DOI
- 10.2991/assehr.k.200529.011How to use a DOI?
- Keywords
- brand image, product quality, consumer purchasing decisions
- Abstract
Indosat Ooredoo is a telecommunications network service provider company in Indonesia. The company offers communication channels for prepaid and post-paid telephone users under the brand names Matrix Ooredoo, Mentari Ooredoo and IM3 Ooredoo. IM3 Ooredoo is able to capture a wide market share, especially among adolescents, students and students. IM3 Ooredoo also provides multimedia, internet and MIDI data communication services (Multimedia, Internet & Data Communication services). The method of this research approach with quantitative methods, the technique of collecting data was questionnaire with accidental sampling technique which was 60 respondents. The analytical method uses multiple linear regression analysis through normality test, hypothesis test, F test, and t test. The data collected was processed using SPSS which produces a regression equation Y = 2,422 + 0,421X1 + 0,289X2 + e. From the results of the F test showed that the variable brand image and product quality simultaneously affect the consumer purchase interest while the t test shows that product quality is a variable that has a dominant influence on consumer purchasing decisions.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Didin Fatihudin AU - Mochamad Mochklas AU - Dika Arista Suryati PY - 2020 DA - 2020/05/04 TI - The Effect of Brand Image Perception and Product Quality Toward the Interest to Buy Consumer Pre-Pay IM3 Ooredoo BT - Proceedings of the 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019) PB - Atlantis Press SP - 53 EP - 57 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200529.011 DO - 10.2991/assehr.k.200529.011 ID - Fatihudin2020 ER -