ANALISIS PENGARUH IKLAN, KUALITAS PRODUK,DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KARTU SELULER XL PASCABAYAR DI WILAYAH SURABAYA TIMUR

The study aims to determine the influence of advertising, product quality and service quality either simultaneously or partially on purchasing decisions. The respondents are the buyers and users of mobile cards XL Postpaid in East Surabaya totaling 82 respondents.Techniques using multiple linear regression analysis, F test and t test. The test results with the overall F test is known that the independent variable advertising (Xi), product quality (X2), and service quality (X3) simultaneously has significant effect on purchase decision (Y) because of the significance value less than 0.05 is 0.000. Results of testing by t-test is known that independent variables advertising (Xi), product quality (X2), and service quality(X3) partially has significant effect on the purchase decision (Y) as the value of the significance of all independent variables is smaller than 0.05. PT. Excelcomindo Pratama Tbk should maximize mobile advertising of XL card by showing the advantages of the card to be well informed to the consumer. PT. Excelcomindo Pratama Tbk should continue to maintain product quality and service quality provided to keep competing. Keywords: advertising, product quality, service quality, purchase decision