The Effect of Brand Image Perception and Product Quality Toward the Interest to Buy Consumer Pre-Pay IM3 Ooredoo

ABSTRACT
Indosat Ooredoo is a telecommunications network service provider company in Indonesia. The company
offers communication channels for prepaid and post-paid telephone users under the brand names Matrix
Ooredoo, Mentari Ooredoo and IM3 Ooredoo. IM3 Ooredoo is able to capture a wide market share, especially
among adolescents, students and students. IM3 Ooredoo also provides multimedia, internet and MIDI data
communication services (Multimedia, Internet & Data Communication services). The method of this research
approach with quantitative methods, the technique of collecting data was questionnaire with accidental
sampling technique which was 60 respondents. The analytical method uses multiple linear regression analysis
through normality test, hypothesis test, F test, and t test. The data collected was processed using SPSS which
produces a regression equation Y = 2,422 + 0,421X1 + 0,289X2 + e. From the results of the F test showed
that the variable brand image and product quality simultaneously affect the consumer purchase interest while
the t test shows that product quality is a variable that has a dominant influence on consumer purchasing
decisions.
Keywords: brand image, product quality, consumer purchasing decisions