Pengaruh Harga Dan Citra Merek Terhadap Keputusan Pembelian Produk Kartu Perdana Simpati Pada Mahasiswa Universitas Muhammadiyah Surakarta

This study aims to analyze the influence of price quality and brand image partially and simultaneously to the purchase decision. This study took samples from the population of some students of Muhammadiyah University of Surakarta, for the sample used amounted to 100 respondents and using purposive sampling method. Technique Analysis of data used is multiple linear regression analysis, statistical test t, statistical test F, test coefficient of determination. Based on t test analysis, it can be seen that the price variables and brand image variables have a partial influence on the purchase decision of the sympathy card in UMS students. Based on the F test shows that there is a simultaneous influence between price and brand image on the purchase decision of the sympathy card in UMS students. Based on the value of R2, both price variables (X1), and brand image (X2) have an effect of 35.1%. While the rest equal to 64,9% explained by other variable outside this research