IS IT TRUE THAT DIGITAL MARKETING, BRAND IMAGE AND PRODUCT QUALITY CAN INFLUENCE THE DECISION ON THE USE OF HELLO CARDS (Case Study of Widyatama University students)
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Psychosocial Rehabilitation, Vol.24, Issue 02
Abstract
Technological developments in the current era of globalization are pushing information more
rapidly. This will have an impact on the increasingly dramatic development of business activities. Every company
tries to improve or change its marketing strategy in order to attract and retain customers. Among the marketing
strategies used by the company are digital markting, brand image, and product quality, this is expected to be able to
improve the decision to use halo cards in carrying out their daily activities. This study aims to find out how
consumer responses about digital marketing, how consumers respond to brand image and how responses about the
quality of halo card products and whether digital marketing factors, brad image and product quality influence the
decision to use a halo card. The method used in this research is descriptive and verification methods. Data
compilation techniques by distributing questionnaires, interviews and observations. The sampling technique used
was accidental sampling. The tool used is Multiple Regression. The results showed that digital marketing, brand
image, and product quality influence the decision to use halo cards positively and significantly. This is because
digital marketing used by Telkomsel companies can be accepted by consumers and meet consumer expectations, as
well as brand image and quality of halo card products are trusted because they have a strong signal.
Description
Keywords
Digital Marketing, Brand Image, Product Quality, Consumer Use Decisions