Pengaruh Brand Image, Efektivitas Signal, Dan Persepsi Word Of Mouth Terhadap Keputusan Pembelian Kartu Perdana Telkomsel Di Mojokerto

Ro’isa Zumaroh
Jurnal Penelitian Manajemen dan Inovasi Riset 📅 2023 Vol 1, No 5 🔗 DOI: 10.61132/lokawati.v1i5.127
Abstract
The purpose of this study was to determine the effect of brand image on purchasing decisions for Telkomsel starter packs in Mojokerto. To find out the effect of Signal effectiveness on the purchasing decision of Telkomsel starter packs in Mojokerto. To find out the influence of Word OF Mouth perceptions on buying decisions for Telkomsel starter packs in Mojokerto. research using quantitative methods. The number of samples is 91 respondents (slovin formula). The results of the T (Partial) test in this study showed a significant Brand Image value of 0.003 ≤ 0.05 tcount 3.091, tcount ≥ ttable (3.091 > 1.988) partially significant. Significant value of Signal Effectiveness is 0.569 ≥ 0.05, tcount is 0.572, tcount ≤ ttable (0.572 <1.988) has no effect partially. Perception of Word OF Mouth significant value of 0.002 ≤ 0.05, tcount 3.123, so tcount ≥ ttable (3.123 > 1.988) has a partial effect. The F test obtains a significant value of 0.000, meaning a significant value ≤ 0.05. And the Fcount value obtained is 43.006, the Fcount value ≥ from Ftable (43.006 > 2.71). Brand Image, Signal Effectiveness and Word OF Mouth Perception simultaneously influence purchasing decisions.
Keywords
Brand Image; Signal Effectiveness; Word OF Mouth Perception; purchase decision
How to Cite

Ro’isa Zumaroh (2023). Pengaruh Brand Image, Efektivitas Signal, Dan Persepsi Word Of Mouth Terhadap Keputusan Pembelian Kartu Perdana Telkomsel Di Mojokerto. Jurnal Penelitian Manajemen dan Inovasi Riset, 1(5). https://doi.org/10.61132/lokawati.v1i5.127

Ro’isa Zumaroh, "Pengaruh Brand Image, Efektivitas Signal, Dan Persepsi Word Of Mouth Terhadap Keputusan Pembelian Kartu Perdana Telkomsel Di Mojokerto," Jurnal Penelitian Manajemen dan Inovasi Riset, vol. 1, no. 5, 2023.

Ro’isa Zumaroh. "Pengaruh Brand Image, Efektivitas Signal, Dan Persepsi Word Of Mouth Terhadap Keputusan Pembelian Kartu Perdana Telkomsel Di Mojokerto." Jurnal Penelitian Manajemen dan Inovasi Riset, vol. 1, no. 5, 2023.

Ro’isa Zumaroh. "Pengaruh Brand Image, Efektivitas Signal, Dan Persepsi Word Of Mouth Terhadap Keputusan Pembelian Kartu Perdana Telkomsel Di Mojokerto." Jurnal Penelitian Manajemen dan Inovasi Riset 1, no. 5 (2023).

Ro’isa Zumaroh (2023) 'Pengaruh Brand Image, Efektivitas Signal, Dan Persepsi Word Of Mouth Terhadap Keputusan Pembelian Kartu Perdana Telkomsel Di Mojokerto', Jurnal Penelitian Manajemen dan Inovasi Riset, 1(5). doi: 10.61132/lokawati.v1i5.127.

Ro’isa Zumaroh. Pengaruh Brand Image, Efektivitas Signal, Dan Persepsi Word Of Mouth Terhadap Keputusan Pembelian Kartu Perdana Telkomsel Di Mojokerto. Jurnal Penelitian Manajemen dan Inovasi Riset. 2023;1(5).

Artikel Terkait

Strategi Omnichannel dalam Mengelola Saluran Pemasaran Terintegrasi untuk Meningkatkan Pengalaman Pelanggan di Era Digital

Riska Perwita Sari; Ferdi Saviola; Hilyah Farah Firdaus

Pengaruh Layanan Chat Online dan Kecepatan Respon terhadap Kepuasan Pelanggan

Putri Mentari; Michael Febrian Siebert; Loise Cendana

Analisis Aspek Operasional dan Manajemen Sumber Daya Insani pada Industri Konveksi Brand 57 Busana di Desa Dadirejo Kecamatan Tirto Kabupaten Pekalongan: Perspektif Studi Kelayakan Bisnis Syariah

Arny Juliyanti; Husni Awali

Dampak Operasional Merger Perbankan: Sintesis Literatur dan Implikasinya terhadap Industri Perbankan

Rahmat Fajar Ramdani

Menganalisis Employee Engagement pada Generasi Milenial dan Generasi Z dalam Konteks Kerja Hybrid: A Systematic Literature Review

Wilda Shilviyah Andiyanti; Fairuz Meita Aurelia

Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Restoran Chickenday Trenggalek

Sinta Fatmala Sari; Diana Ambarwati; Angga Permana Mahaputra
Tren Sitasi Jurnal