The Effect of Product Quality, Price and Promotion on the Purchase Decision of Telkomsel Service Products

Authors : Diego Gulliando, Muchsin S. Shihab

Volume/Issue : Volume 4 - 2019, Issue 9 - September

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The background of the research is based on the actual situation that occurred in Telkomsel in 2018 where there was a phenomenon when sales increased but revenue per ARPU decreased. This study aims to analyze the effect of product quality, promotion, and price on the decision to purchase service products provided by Telkomsel. The research data used are primary data derived from questionnaires and secondary data derived from company data. The population in this study is the users of Telkomsel service products to date in the DKI Jakarta area. Because the population is not known with certainty in number (accidental side), then the technique or formula used is in accordance with the theory. In this study there were 26 questions, so the number of samples taken in this study was 140 samples (28 questions x 5). The analytical method used in this study is multiple linear regression. The results showed that product quality, promotion, and price influence purchasing decisions. Product quality is a very strong variable influence on purchasing decisions.

Keywords : Product Quality, Promotion, Price and Purchase Decision.


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31 - October - 2022

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