PENGARUH HARGA DAN PERSEPSI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG PAKET DATA PADA KARTU SIM DIGITAL BY.U

Thamrin, Ricardo (2022) PENGARUH HARGA DAN PERSEPSI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG PAKET DATA PADA KARTU SIM DIGITAL BY.U. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine the effect of price and product quality perceptions on the decision to repurchase data packages on By.U digital sim cards. This study uses a quantitative approach. The independent variables consist of price (X1), perceived product quality (X2) and the dependent variable on repurchase decisions (Y). All existing variables will be measured using a Likert scale. This research was conducted on all By.U digital sim card users. with a total population of 100 respondents. The sampling technique used is purposive sampling and snowball sampling. Hypothesis testing is done by using multiple linear regression analysis. The results of this study indicate that the price and perceived product quality have a positive effect on the decision to repurchase data packages on the By.U digital SIM card. Keywords:Price, Product Quality Perception, Repurchase Decision.

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