THE EFFECT OF PRICE, PROMOTION, AND BRAND IMAGE ON THE PURCHASE INTENTION OF SMARTFREN INTERNET PROVIDER

Abstract

This study aims to analyze: (1) the effect of price on the purchase intention of Smartfren internet provider; (2) the effect of promotion on the purchase intention of Smartfren internet provider; (3) the effect of brand image on the purchase intention of Smartfren internet provider; and (4) the effect of price, promotion, and brand image simultaneously on the purchase intention of Smartfren internet provider. This study is a survey. The population included Smartfren internet provider users. The sampling technique used purposive sampling with a sample size of 160 people. Data collection used a questionnaire that had been tested for validity and reliability. The data analysis technique used to answer the hypotheses was multiple regression. The results of this study indicate that: (1) price has a positive and significant effect on the purchase intention of the Smartfren internet provider; (2) promotion has a positive and significant effect on the purchase intention of the Smartfren internet provider; (3) brand image has a positive and significant effect on the purchase intention of the Smartfren internet provider; and (4) price, promotion, and brand image have an influence on the purchase intention of the Smartfren internet provider.