Analisis Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Kartu Prabayar Telkomsel Simpati (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta)

The purpose of this study was to determine and analyze the effect of product quality, brand image, pricethe decision of buying a prepaid card Telkom selsimpati. This study was also to find outin between product quality, brand image, price, whichever is the dominant influence on purchase decisions Telkomsel prepaid cards sympathy, Multiple linear regression to test the hypothesized model that statistically, as well as to determine the extent of the use of the proposed model is consistent with the sample data. The analysis showed there are significant positive brand image and significant impact on purchase decisions on products Telkomsel Sympathy. This is evidenced t sig.0,018 less than 0.05. Positive influence product quality and significant impact on purchase decisions on products Telkomsel Sympathy. This is evidenced t sig.0,039less than 0.05. The influence of positive and significant price on purchase decisions on imitation products. This is evidenced t sig.0,002 less than 0.05. The influence of brand image, product quality, and a significant price on purchase decisions on products Telkomsel Sympathy. This is evidenced by F sig. 0,000 less than 0.05