FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KARTU SMARTFREN PADA MAHASISWA UNIVERSITAS HKBP NOMMENSEN MEDAN

Abstract

: This study aims to determine how big the influence of Network Quality, Price and Promotion on Smartfren Card Purchase Decisions for HKBP Nommensen Medan Students. This type of research is quantitative. The population in this study were students of the HKBP Nommensen University, Medan. The number of samples in this study was 99 respondents using random sampling. The types of data used are primary data and secondary data. Data collection techniques with questionnaires. The data analysis method used is the Classical Assumption test which consists of Normality Test, Multicollinearity Test and Heteroscedasticity Test, Multiple Linear Regression Test and Hypothesis Test consisting of t test, F test and the coefficient of determination (R 2 ). The results showed that network quality had a positive and significant effect on purchasing decisions for Smartfren cards, this was indicated by the value of tcount (2.822) > ttable (1.98525) and the significant value of the network quality variable was 0.006 <0.05. Price has a positive and significant effect on purchasing decisions for Smartfren cards, this is indicated by the value of tcount (3.269) > ttable (1.98525) and the significant value of the price variable is 0.002 <0.05. Promotion has a positive and significant effect on purchasing decisions for Smartfren cards, this is indicated by the value of tcount (3.114) > ttable (1.98525) and the significant value of the promotion variable is 0.002 <0.05. Simultaneously it is known that network quality, price and promotion have a positive and significant effect on purchasing decisions for Smartfren cards at HKBP Nommensen University students in Medan, this is indicated by the value of Fcount (68,000) > Ftable (2.70) and a significant value of 0.000 < 0.005. The coefficient of determination obtained is 0.682, meaning that the purchasing decision variables can be explained by network quality, price and promotion variables of 68.2%, while the remaining 31.8% is explained by other variables not