PENGARUH ATRIBUT PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Information and communication are very important in supporting human life, especially during the Covid-19 pandemic which requires all activities to be carried out online. Seeing the potential of the telecommunications market in Indonesia and this rapid development, telecommunications companies have made improvements and developments to attract and influence consumers' purchasing decisions. Purchasing decisions can be influenced by several things, one of which is product attributes and brand image. The purpose of this study is to determine user assessments of Telkomsel's product attributes and brand image. This type of research is a quantitative research survey with a questionnaire, by the method of researching descriptive analysis and multiple linear recresion analysis. After statistical calculations, a product attribute sig value is greater (>) of 0.05, a brand image sig valueis smaller (<) of 0.05. After statistical calculations, the product attribute sig value is greater (>) 0.05, the brand image sig value is smaller (<) 0.05 and the product attribute sig value and brand image are simultaneously smaller (<) 0.05. So it can be concluded that product attributes do not have a significant effect on purchasing decisions, while brand image has a significant influence on purchasing decisions, and product attributes, brand image simultaneously have a significant influence on purchasing decisions.