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Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
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doi
open access

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

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

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doi

10.31014/aior.1992.06.01.488

Pages: 76-85

Keywords: Brand Image, IM3 Cellular Card, Purchasing Decision, IM3 Cellular Card

Abstract

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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