| NIM | C1H016023 |
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| Namamhs | YOGI DARMAWAN |
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| Judul Artikel | THE EFFECT OF BRAND IMAGE, NETWORK QUALITY, PERCEIVED PRICE AND PRODUCT BUNDLING, TOWARD CUSTOMERS PREFERENCE |
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| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk menguji studi empiris pada Kartu SIM AXIS. Penelitian ini mengambil judul: “Pengaruh Citra Merek, Kualitas Jaringan, Persepsi Harga dan Bundling Produk Terhadap Preferensi Pelanggan”. Tujuan dari penelitian ini adalah untuk mengetahui dan menemukan bukti empiris pengaruh Brand Image, Network Quality, Perceived Price dan Product Bundling terhadap Customer Preference. Populasi dalam penelitian ini adalah mahasiswa Universitas Jenderal Soedirman. Sampel dalam penelitian ini sebanyak 99 orang. Sampel ditentukan dengan menggunakan metode convenience sampling. Alat analisis yang digunakan adalah regresi berganda. Berdasarkan hasil penelitian dan analisis data diketahui bahwa: (1) Citra Merek berpengaruh negatif terhadap Preferensi Pelanggan. (2) Kualitas Jaringan berpengaruh negatif terhadap Preferensi Pelanggan. (3) Harga Persepsi berpengaruh positif terhadap Preferensi Pelanggan. (4) Bundling Produk berpengaruh positif terhadap Preferensi Pelanggan. Implikasi dari kesimpulan diatas adalah diharapkan pihak manajemen membangun untuk meningkatkan Perceived Price dan Product Bundling AXIS di Purwokerto. Berdasarkan penelitian yang telah dilakukan, AXIS harus meningkatkan citra mereknya meskipun berdampak negatif, dan selalu melakukan perbaikan kualitas terutama pada harga, bundle dan kekuatan sinyal untuk pelayanan yang lebih baik. |
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| Abtrak (Bhs. Inggris) | This study aims to test empirical studies at AXIS SIM Card. The research took the title: "The Effect of Brand Image, Network Quality, Perceived Price and Product Bundling, toward Customers Preference ". The purpose of this study was to determine and find empirical evidence of the effect of Brand Image, Network Quality, Perceived Price and Product Bundling on Customer Preference. The population in this study were students of Jenderal Soedirman University. The sample in this study were 99 people. The samples were determined using the convenience sampling method. The analysis tool used is multiple regression. Based on the results of research and data analysis, it is known that: (1) Brand Image has a negative effect on Customer Preference. (2) Network Quality has a negative effect on Customer Preference. (3) Perceived Price has positve effect on Customer Preference. (4)Product Bundling has positive effect on Customer Preference. The implication of the conclusion above is that the management is expected to build to increase the Perceived Price and Product Bundling of AXIS in Purwokerto. Based on the research that has been done, AXIS must improve its brand image even though it has a negative effect, and always make quality improvements, especially in price, bundle and signal strength for better service. |
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| Kata kunci | Brand Image, Network Quality, Perceived Price, Product Bundling, Customer Preference |
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| Pembimbing 1 | Dr. Weni Novandari, S.E, M.M |
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| Pembimbing 2 | Alisa Tri Nawarini, S.E, M.B.A. |
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| Pembimbing 3 | Prof. Dr. Suliyanto, SE., MM |
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| Tahun | 2021 |
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| Jumlah Halaman | 16 |
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| Tgl. Entri | 2021-05-11 04:56:19.637155 |
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