Influence Of Brand Image, Promotion, Network Quality, Word-Of-Mouth, And Price On XL Card Selection Among Universitas Lancang Kuning Students

Abstract

The purpose this study is determine pricing, word-of-mouth, network quality, promotion, and brand image affect XL package card purchases in Pekanbaru. 60 FEB Unilak students who utilized XL cards made up the study's sample, and non-probability purposive sampling was the method employed. Both descriptive and quantitative data analysis were employed in this investigation. Multiple linear regression equations were employed as the analytical strategy, and SPSS Version 22 was utilized to handle the data. The study's findings demonstrated that brand image, promotion, network quality, word of mouth, and price all half-way and parallel had a great and influential impact on FEB Unilak students' decisions to buy XL package cards. This is demonstrated by the R2 of 0.744, which shows that these factors accounted for 74.4% of the decisions made by FEB Unilak students to buy XL package cards.