THE INFLUENCE OF BRAND IMAGE, PRICE, PRODUCT QUALITY, AND PROMOTION TOWARDS PURCHASE DECISION OF XL AXIATA SIM CARD IN JABODETABEK

Abstract

XL Axiata is one of the telecommunication companies that is in a tight competition in the industry. Since, XL Axiata SIM Card are the top brand SIM Card in Indonesia it is still hard to maintain the top brand index from year to year. Unfortunately, XL Axiata profit in 2018 and 2020 also experienced a significant loss. The purpose of this research is to examine the effect of brand image, price, product quality, promotion towards purchase decision of XL Axiata SIM Card. The research was conduct to identify whether all variables being covered will have the effect towards purchase decision. This research is focused on Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi) area only. In this research, the data was obtained from questionnaires which distributed using a non-probability sampling technique with purposive sampling method and found 203 people who have ever purchased and used XL Axiata SIM Card and live in Jabodetabek area. This research is using multiple regression to test the significant influence with significant level of 5% (α = 0.05). The result for this study shows that price and product quality have a significant influence toward purchase decision on XL Axiata SIM Card. Meanwhile, brand image and promotion have no significant influence towards purchase decision. For the final result, brand image, price, product quality, promotion have simultaneous significant influence toward purchase decision on XL Axiata SIM Card. The value of adjusted R2 is 0.349 or 34.9% meaning the independent variable influence the dependent variable by 34.9%.