Pengaruh Brand Image Dan Digital Marketing Terhadap Keputusan Pembelian Provider Indihome Di Sidoarjo

KHALIK, MUHAMMAD DAVID (2026) Pengaruh Brand Image Dan Digital Marketing Terhadap Keputusan Pembelian Provider Indihome Di Sidoarjo. Undergraduate thesis, UPN VETERAN JAWA TIMUR.

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Abstract

The telecommunications industry is often characterized by fierce competition between providers. Brand image and digital marketing play a role in influencing consumer decisions. The following study aims to analyze the impact of brand image and digital marketing on purchasing decisions for IndiHome services in the Sidoarjo area. The research approach employed a quantitative approach, involving the distribution of questionnaires to 97 IndiHome user respondents in Sidoarjo. Data processing was conducted using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS) to evaluate the relationship between these variables. The research findings revealed that brand image has a positive and meaningful impact on consumer decisions when purchasing IndiHome services. The indicator with the highest loading factor was the perception that IndiHome is widely recognized and considered a superior internet provider. Furthermore, digital marketing also contributed significantly to supporting purchasing decisions, with the effectiveness of communication and product promotion through digital platforms being the determining factors. The research model explained 78% of the variance in purchasing decisions, demonstrating the strong influence of these two independent variables. This study recommends that companies continue to strengthen their brand image and optimize the use of digital marketing as a primary strategy for retaining and growing their customer base. Developing responsive digital platforms and leveraging social media is believed to strengthen consumer engagement and increase customer loyalty. These findings are expected to provide strategic guidance for IndiHome managers and telecommunications industry players in navigating increasingly competitive market dynamics.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	SUPRIYONO, SUPRIYONO	NIDN0726066102	supriyono.ma@upnjatim.co.id
Thesis advisor	HARIYANA, NANIK	NIP20219871010230	nanik.hariyana.ma@upnjatim.co.id

Subjects:

H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic and Business > Departement of Management

Depositing User:

Muhammad David Khalik

Date Deposited:

26 Jan 2026 06:53

Last Modified:

26 Jan 2026 06:53

URI:

https://repository.upnjatim.ac.id/id/eprint/48719