ANALISIS PENGARUH KUALITAS PRODUK, DAYA TARIK PROMOSI DAN HARGA TERHADAP MINAT BELI (Studi Kasus StarOne di Area Jakarta Pusat)

Abstract

This research is aimed to analyze the factors that influence willingness to buy StarOne prepaid in the study area. The problem was identified that StarOne prepaid voucher reload are relating low, especially in the study area. Willingness to buy of prepaid StarOne is hypothesized to be influenced by product quality, promotion’s attractiveness and its price. There 200 samples who were selected from the users of Indosat Prepaid in the study area. Regression estimated technique is employed to analyzing the data. Then, SPSS is involved. The results show that the model is fairly good and the variables of Product quality, promotion’s attractiveness and price are significantly influencde the willingness to buy of StarOne prepaid product. Penelitian ini bertujuan untuk menganalisa faktor-faktor yang mempengaruhi minat beli prepaid StarOne di area yang dipelajari. Permasalahan telah diidentifikasi bahwa pengisian ulang voucher prepaid StarOne masih rendah, terutama di area dipelajari. Minat beli prepaid StarOne diadakan suatu hipotesis tentang pengaruh kualitas produk, daya tarik promosi, dan harga nya. 200 sampel yang telah diseleksi dari pengguna prepaid StarOne di area yang dipelajari. Teknik estimasi regresi digunakan untuk menganalisa data. SPSS juga turut digunakan. Hasil telah menunjukkan bahwa model cukup baik. Dan varibel-variabel dari kualitas produk, daya tarik promosi dan harga menunjukkan adanya pengaruh yang positif dan signifikan terhadap minat beli voucher StarOne.