PRICE, ADVERTISEMENT AND QUALITY OF SERVICES TOWARD PURCHASING DECISION OF SIMPATI CARD WITH PRODUCTS AS MODERATING VARIABLE

Indra, Budaya (2018) PRICE, ADVERTISEMENT AND QUALITY OF SERVICES TOWARD PURCHASING DECISION OF SIMPATI CARD WITH PRODUCTS AS MODERATING VARIABLE. International Journal of Economics and Research - IJER, 9 (5). pp. 73-87. ISSN 2229-6158

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Abstract

Abstract In Kerinci, Jambi majority or more dominant people use sympathy card because the network of sympathy card is wider and better. As other brands less, so people prefered to use the sympathy card to be more effective and efficient in communication costs by choosing the program provided. The purpose of this research is to know: 1) To know the influence of price, advertisement, and service quality partially to decision of purchasing Simpati card at STIE-Sakti Alam Kerinci, 2) To know price, advertisement, and service quality simultaneously to decision of Simpati card purchase in STIE-Sakti Alam Kerinci, 3) To know the price, advertisement, and quality of service with product as moderating variable to decision of purchasing Simpati card at STIE-Sakti Alam Kerinci. Population in this research were students at STIE-Sakti Alam Kerinci. The sample for this research is 40 respondents with sampling technique is accidental sampling. The data analysis tools used are Likert scale, regression analysis, t-test and f-test. The results of research showed that price does not have a significant and positive effect on purchasing decisions. Advertisement have a significant and positive impact on purchasing decisions. Quality of service has significant and positive impact on purchasing decisions. Prices have a significant and negative effect on product purchasing decisions. Advertisement have a significant and positive impact on product purchasing decisions. Service quality has no significant and positive impact on product purchasing decisions. Keywords: Price, Advertising, Quality of Service, Product, Purchasing Decision.

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