PENGARUH KUALITAS LAYANAN, HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN HOSTING DI PT CLOUD HOSTING INDONESIA (IDCLOUDHOST)

One of them is the existence of websites that are used for personal and business activities. This has led to the growth of the hosting industry, where companies provide data storage and access services for websites. In supporting the existence of websites, hosting plays a crucial role as a technological infrastructure that allows websites to be accessed online. One of the companies that provide hosting services and other internet needs is PT Cloud Hosting Indonesia or better known as IDCloudHost. The purpose of this study was to determine the effect of service quality, price and brand image on hosting purchasing decisions at PT Cloud Hosting Indonesia. This study uses a quantitative approach using the survey method. The sample used was 97 people. And the analysis methods used are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t test f test and determination coefficient test. The results of this study indicate that there is a significant influence between service quality on hosting purchasing decisions. Then the price has no significant effect on purchasing decisions and there is a significant positive influence between brand image on purchasing decisions, And the variables of service quality, price and brand image simultaneously influence purchasing decisions hosting at IDCloudHost.

Keywords: Service Quality, Price, Brand Image, Purchase Decision