PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELI SIMCARD TELKOMSEL PADA MAHASISWA FISPOL UNSRAT MANADO

Abstract

The purpose of this research is to determine the influence of brand image on
costumer purchase decision of Telkomsel sim card. This is an associative quantitative
research with survey method to collect the data. The population in this research was all
student at Faculty of Social and Political Science Sam Ratulangi Manado. Sample size
was selected using slovin formula with total 100 respondents, and analyzed using
correlation analysis and simple linier regression. The result revealed that brand image
had an impact on consumer purchase decision of Telkomsel sim card. This result
recommends the company to understand the characteristics can be more reflected the
brand image of the costumer. So the more company make the brand image better, the
more consumer wull be interested to use the products in that company.