Putri, Nadya Arinda (2025) Pengaruh Brand Equity dan Harga Terhadap Keputusan Pembelian Layanan Indibiz Segmen B2B Pada Telkom Daerah Ubung. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to determine the influence of band equity and price on the decision to purchase Indibiz services in the B2B segment at Telkom Ubung Region. This study uses a quantitative approach with data collection through the distribution of questionnaires to 62 Telkom B2B customers, using non-probality sampling techniques. Data analysis was conducted using multiple linear regression to test the relationship between brand equity (X1), price (X2), and purchase decisions (Y). The result of the study partially indicate that brand equity and price have a positive and significant effect on purchasing decisions. Simultaneously, both variables were also found to influence purchasing decisions for Indibiz services. The coefficient of determination value shows that brand equity and price can explain 76.8% of the variation in purchasing decisions. These findings have practical implications for Telkom Ubung Regional Management in designing more targeted marketing strategies to increase sales and customer satisfaction in the B2B market. By understanding the role of brand perception and price in influencing customer behavior, Telkom can align its service offerings with consumer needs and strengthen the company's competitive position in the market.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Equity, Price, Purchasing Decisions
Subjects: Ilmu Sosial Humaniora > Ilmu Sosial
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Nadya Arinda Putri
Date Deposited: 30 Aug 2025 10:46
Last Modified: 30 Aug 2025 10:46
URI: https://repository.pnb.ac.id/id/eprint/18505

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