15-9-2018 S1 MANAJEMEN STIE MUHAMMADIYAH CILACAP
Abstract
RINGKASAN Tatik Fariha, Program Studi Manajemen – Program Sarjana, Sekolah Tinggi Ilmu Ekonomi Muhammadiyah, Pengaruh Citra Merek, Kualitas Pelayanan, Harga, dan Promosi terhadap Keputusan Pembelian Kartu Pascabayar Indosat Ooredoo (Studi kasus di PT.Indosat, Tbk di Cilacap). Komisi Pembimbing, Ketua: Ibu Rustina Dewi, SE, M.Si, Anggota: Bapak Zamroni, SE, M.Si. Penelitian ini bertujuan menganalis pengaruh citra merek, kualitas pelayanan, harga, dan promosi terhadap keputusan pembelian kartu pascabayar Indosat Ooredoo (Studi kasus di PT.Indosat, Tbk di Cilacap). Penelitian ini termasuk jenis penelitian deskriptif eksplanasi. Objek penelitian ini adalah konsumen yang menggunakan produk kartu pascabayar Indosat Ooredoo (Studi kasus di PT.Indosat, Tbk di Cilacap). Penentuan sampel menggunakan purposive sampling yaitu sebanyak 100 orang. Alat ukur menggunakan kuesioner dengan skala likert. Analisa data melalui tahapan uji asumsi klasik, kemudian regresi linier berganda. Berdasarkan hasil penelitian dapat disimpulkan bahwa: 1) Citra merek tidak berpengaruh terhadap keputusan pembelian kartu pascabayar Indosat Ooredoo, 2) Kualitas pelayanan, harga, dan promosi berpengaruh signfikan terhadap keputusan pembelian kartu pascabayar Indosat Ooredoo, 3) Terdapat pengaruh citra merek, kualitas pelayanan, harga, dan promosi secara simultan terhadap keputusan pembelian kartu pascabayar Indosat Ooredoo, 4) Faktor dominan yang mempengaruhi keputusan pembelian kartu pascabayar Indosat Ooredoo adalah kualitas pelayanan. Adapun saran kepada PT.Indosat, Tbk di Cilacap diharapkan untuk dapat semakin fokus meningkatkan kualitas pelayanan, karena hal ini merupakan faktor dominan untuk meningkatkan keputusan pembelian. Saran untuk penelitian selanjutnya agar dapat mencari faktor lain yang dapat mempengaruhi keputusan pembelian kartu pascabayar Indosat Ooredoo. Kata kunci: Citra merek, kualitas pelayanan, harga, promosi, keputusan pembelian. SUMMARY Tatik Fariha, Management Study Program, Degree Programs, Muhammadiyah College of Economics, The Influence of Brand Image, Service Quality, Prices, and Promotion of the Decision of Indosat Ooredoo Postpaid Card Purchase (Case study at PT. Indosat, Tbk in Cilacap), Supervising Commission, Supervisor: Mrs. Rustina Dewi, SE, M.Si, A Mentor: Mr. Zamroni, SE, M.Si. This study aims to determine the effect of brand image, service quality, price, and promotion of Indosat Ooredoo postpaid card purchase decisions (Case study at PT. Indosat, Tbk in Cilacap). This research is a type of explanatory descriptive research. The object of this research is consumers who use Indosat Ooredoo postpaid card products (Case study at PT. Indosat, Tbk in Cilacap). Determination of the sample using purposive sampling as many as 100 people. The measuring instrument uses a questionnaire with a Likert scale. Analysis of data through classical assumption test stages, then multiple linear regression. Based on the results of the study it can be concluded that: 1) Brand image cannot affect Indosat Ooredoo's postpaid card decision, 2) Significant quality of service, prices and promotion of Indosat Ooredoo's postpaid card purchase decisions, 3) reputation, service quality, prices and promotions simultaneously on Indosat Ooredoo's postpaid card purchase decision, 4) Indosat Ooredoo's purchase of postpaid cards is quality of service. As for advice to PT. Indosat, Tbk in Cilacap, the focus is on increasing the quality of service, because this is a domian increase factor in purchasing decisions. Suggestions for further research can look for other factors that can influence the Indosat Ooredoo postpaid card purchase decision. Keywords: Brand image, service quality, price, promotion, purchase decision.
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