The Role of Product Quality, Price and Promotion Towards Telkomsel Prepaid Card Purchase Decisions
Keywords:
product quality, price, promotion, Purchase decision, consumer behaviorAbstract
Communication media has grown rapidly, marked by internet technology and gadgets. Mobile is one of the products that are in demand by the world community in this modern era. This study observes the role of product quality, price and promotion to determine the purchase decision of Telkomsel's prepaid card brand. The Telkomsel company is a company that often makes continuous innovations in terms of products, prices, and promotions as well as the network that supports it. In addition, Telkomsel has many customers. Based on the observed phenomena, a research was conducted on the role of product quality, price and promotion on the decision to buy a Telkomsel prepaid card. This associative study used accidental sampling technique and determined 100 respondents. Regression analysis tool. Research findings state that product quality is proven to play a role in causing prepaid card purchases. Price has also been shown to play a role in purchasing decisions. Promotion is proven to have a significant effect on purchasing decisions.
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