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/).

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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  -