SURYA MAULANA, NPM 2201104307 (2025) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KARTU PERDANA BY.U (STUDI PADA MAHASISWA FEB UNIVERSITAS LABUHANBATU). Tugas_Akhir(Artikel) Jurnal Ilmiah Mahasiswa Perbankan Syariah, 5 (2). pp. 513-530. ISSN 2776-5202(e-ISSN) 2776-5172(p-ISSN)
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui dan menguji bagaimana citra merek, kualitas produk, dan harga Kartu Prabayar By.U mempengaruhi keputusan pembelian mahasiswa Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu. Penelitian kuantitatif dengan pendekatan asosiatif merupakan metodologi yang digunakan. Ukuran sampel sebanyak 96 responden diperoleh dengan menerapkan rumus Lemeshow pada prosedur pengambilan sampel. Kuesioner digunakan sebagai teknik penelitian untuk mengumpulkan data, dan didukung oleh tinjauan pustaka dan observasi. Analisis regresi linier berganda dan uji hipotesis (uji parsial, simultan, dan determinasi) digunakan dalam proses analisis data, yang dilakukan dengan menggunakan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa citra merek memengaruhi keputusan pembelian dengan baik dan signifikan. Keputusan pembelian juga dipengaruhi secara positif dan signifikan oleh kualitas produk. Selain itu, telah dibuktikan bahwa variabel harga memengaruhi keputusan konsumen untuk membeli secara signifikan dan positif. Sementara itu, ketiga faktor independent harga, kualitas produk, dan citra merek memiliki dampak besar terhadap keputusan mahasiswa FEB Universitas Labuhanbatu untuk membeli Kartu Prabayar By.U. Kata Kunci: Citra Merek, Harga, Keputusan Pembelian, Kualitas Produk ================================================================================================= The purpose of this study was to determine and test how brand image, product quality, and price of By.U Prepaid Cards affect the purchasing decisions of students of the Faculty of Economics and Business, University of Labuhanbatu. Quantitative research with an associative approach is the methodology used. A sample size of 96 respondents was obtained by applying the Lemeshow formula to the sampling procedure. A questionnaire was used as a research technique to collect data, and was supported by a literature review and observation. Multiple linear regression analysis and hypothesis testing (partial, simultaneous, and determination coefficient tests) were used in the data analysis process, which was carried out using SPSS software. The results of the study showed that brand image influenced purchasing decisions well and significantly. Purchasing decisions were also positively and significantly influenced by product quality. In addition, it has been proven that the price variable significantly and positively influences consumer decisions to purchase. Meanwhile, the three independent factors of price, product quality, and brand image have a major impact on the decision of FEB students of Labuhanbatu University to purchase By.U Prepaid Cards. Keywords: Brand Image, Purchase Decision, Product Quality, Price
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Citra Merek, Harga, Keputusan Pembelian, Kualitas Produk============Brand Image, Purchase Decision, Product Quality, Price |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 13 Nov 2025 07:47 |
| Last Modified: | 13 Nov 2025 07:47 |
| URI: | http://repository.ulb.ac.id/id/eprint/1963 |
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