The Effect Of Brand Image Perception And Product Quality Towards The Interest To Buy Consumer Pre-Pay Im3 Ooredoo In Surabaya
Didin Fatihudin (a*), Mochamad Mochklas (b), Dika Arista Suryati (c)
(a,b,c) Faculty of Economics and Business, University of Muhammadiyah Surabaya
*dienafdloka[at]gmail.com
Abstract
Indosat Ooredoo (owned by PT. Indosat Tbk., Previously named Indosat) is one of the companies providing telecommunications services and networks in Indonesia. The company offers communication channels for telephone users with prepaid and postpaid options with brands selling Matrix Ooredoo, Mentari Ooredoo, and IM3 Ooredoo. IM3 Ooredoo is able to capture a broad market share, especially among adolescents, especially on students. IM3 Ooredoo also provides multimedia, internet and data communication services (MIDI = Multimedia, Internet, & Data Communication services). The method of approach to this research was a quantitative approach, the technique of collecting data with questionnaires and the sampling technique used was accidental sampling with a total of 60 respondents. The analytical method used was the method of multiple linear regression analysis using the normality test, hypothesis testing, F test, and t test. The data processed using the SPSS program produced the following regression equation: Y=2,422+0,421X1+0,289X2+e. Based on hypothesis testing the results of the F test indicated that the independent variables which included Brand Image and Product Quality have an effect on simultaneously on Consumer Buying Interests. While the t test showed that Product Quality as variable that had the dominant influence on Consumer-s Purchasing Interest.
Keywords: Brand Image, Product Quality, Consumer-s Purchasing Interest
Topic: Economics