Economics and Business
ISSN 2775-9237 (Online)
Published: 30 January 2023
The Influence of Brand Image on Purchasing Decisions on IM3 Cellular Card User in Gorontalo
Suci D. Machmud, Mahendra Wijaya, Andre Rahmanto
Universitas Sebelas Maret, Indonesia
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Keywords: Brand Image, IM3 Cellular Card, Purchasing Decision, IM3 Cellular Card
Currently, competition in the telecommunications operator (provider) business is very tight, this requires that every company or operator (provider) that issues various cellular cards compete with each other to win the competition. One of the basic advantages over the competition is the increasing number of customers who use the wrong card issued by the cellular phone company, assuming that the old customers do not switch to other cellular cards. The purpose of this study was to determine the impact of the Influence of IM3 Cellular Card Brand Image on Purchasing Satisfaction in Gorontalo. The analytical method used is path analysis or path analysis. Based on the results of this study, the first hypothesis proposed says that brand image (X) which consists of brand associations (X1), brand association support (X2), strength of brand associations (X3) and uniqueness of brand associations (X4) simultaneously has a positive effect and significant impact on purchasing decisions. Because competition is so fierce, the various attributes that have become IM3's brand image may change. As a result, the company, PT. Indosat.Tbk, should be able to keep it. This is in preparation for filtering out the fierce competition. Where there are many providers who, by bringing up the program as a type of offering that could happen, can displace the IM3 cellular card's brand image. In this study, brand association is a subvariable with little effect on purchasing decisions, so it is an opportunity for improvement.
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