Pengaruh Kualitas Produk, Harga, Citra Merek terhadap Keputusan Pembelian Kartu XL Axiata di Kabupaten Bangli

Abstract

This study aims to examine the effect of product quality, price and brand image both simultaneously and partially on the decision of the XL Axiata card in Bangli Regency. The research design used was causal quantitative research. Determination of the sample in the study using accidental sampling technique. The number of samples used was 75 respondents. The instruments used in the data study were observation, questionnaires and document recording. The data analysis technique used is multiple linear regression analysis. The results of this study are: (1) Product quality, price and image have a positive and significant effect on XL Axiata card decisions in Bangli Regency. (2) product quality has a positive and significant effect on the decision to purchase XL Axiata cards in Bangli Regency. (3) price has a positive and significant effect on the decision to purchase XL Axiata cards in Bangli Regency. (4) brand image has a positive and significant effect on the decision to purchase XL Axiata cards in Bangli Regency.