PENGARUH PRODUCT QUALITY, INTEGRATED MARKETING COMUNICATION, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN WIFI INDIHOME (SURVEY PADA PELANGGAN WIFI INDIHOME DI KECAMATAN NGALIYAN)

Abstract

ABSTRACT

IndiHome is a digital service provided by Telkom Indonesia, offering fast home internet access using fiber optic technology. Based on research on Indihome Wifi Customers in Ngaliyan District according to a researcher's survey, researchers found problems regarding suboptimal purchasing decisions due to product quality, integrated marketing communication, and brand image not being implemented properly. The research method used is a quantitative research method using a non-probability sampling method. The sample used in this study was 96 respondents. The sample was taken using a questionnaire distributed via Google Form. Data from this study were processed and analyzed using instrument tests, correlation tests, regression tests, coefficients of determination and hypothesis tests with the help of SPSS software version 2025. The results of the analysis show that the product quality variable (X1) influences the purchasing decision (Y) with a calculated t value (6.452) > t table (1.986) and a significance value of 0.000 < 0.05. The integrated marketing communication variable (X2) influences the purchasing decision (Y) with a calculated t value (4.048) > t table (1.986) and a significance value of 0.000 < 0.05. The brand image variable (X3) influences the purchasing decision (Y) with a calculated t value (5.164) > t table (1.986) and a significance value of 0.000 < 0.05. The results of the study simultaneously obtained a calculated F value of 112.230 > F table 2.70 and a significance value of

0.000 less than 0.05 (0.000 < 0.05) meaning that the product quality variables (X1), integrated marketing communication (X2) and brand image (X3) simultaneously

influence the purchasing decision variable (Y) of Indihome WiFi customers in Ngaliyan District.

Keywords: Product Quality, Integrated Marketing Comunication, Brand Image, Purchase Decition.

ABSTRAK

IndiHome merupakan layanan digital yang disediakan oleh Telkom Indonesia , menawarkan akses internet rumah cepat menggunakan teknologi fiber optik. Berdasarkan penelitian pada Pelanggan Wifi Indihome di Kecamatan Ngaliyan menurut survey peneliti, peneliti menemukan masalah mengenai keputusan pembelian yang belum optimal disebabkan karena produk quality, integrated marketing comunication, brand image belum diterapkan dengan baik. Metode penelitian yang digunakan adalah metode penelitian kuantitatif dengan menggunakan metode non probability sampling. Sampel yang digunakan dalam penelitian ini sebanyak 96 responden. sampel yang diambil dengan menggunakan kuesioner yang disebar melalui google form. Data dari penelitian ini diolah dan dianalisis menggunakan uji instrument, uji korelasi, uji regresi, koefisien determinasi dan uji hipotesis dengan bantuan dari software SPSS versi 2025. Hasil analisis menunjukkan bahwa variabel produk quality (X1) berpengaruh terhadap keputusan pembelian (Y) dengan perolehan nilai t hitung (6,452) > t tabel (1,986) dan nilai signifikansi 0,000 < 0,05. Variabel integrated marketing comunication (X2) berpengaruh terhadap keputusan pembelian (Y) dengan perolehan nilai t hitung (4,048) > t tabel (1,986) dan nilai signifikansi 0,000 < 0,05. Variabel brand image (X3) berpengaruh terhadap keputusan pembelian (Y) dengan perolehan nilai t hitung (5,164) > t tabel (1,986) dan nilai signifikansi 0,000 < 0,05. Hasil penelitian secara simultan diperoleh nilai F hitung 112,230 > F tabel 2,70 dan nilai signifikansi 0,000 kurang dari 0,05 (0,000< 0,05) artinya bahwa variabel produk quality (X1), integrated marketing comunication (X2) dan brand image (X3) secara simultan berpengaruh terhadap variabel keputusan pembelian (Y) pada pelanggan wifi indihome di kecamatan ngaliyan.

Kata Kunci: Kualitas Produk, Komunikasi Pemasaran Terpadu, Citra Merek, Keputusan Pembelian