PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PENGGUNAAN SIM CARD TELKOMSEL DI KOTA MALANG (Survei Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang).

M. Lutfi Indrawan. Student ID 201910040311334. The Influence of Brand Image on the Decision to Use Telkomsel SIM Cards in Malang City. Bachelor’s Thesis, Department of Communication Studies, Faculty of Social and Political Sciences, Muhammadiyah University of Malang, 2026.
The development of digital technology has increased public demand for fast and stable telecommunications services. In the competitive telecommunications industry, brand image has become a key factor influencing consumers’ decisions when choosing a mobile operator. This study aims to determine the influence of brand image on the decision to use Telkomsel SIM cards among Communication Science students at Muhammadiyah University of Malang. The study employed a quantitative approach using a survey method involving 95 respondents selected using the Slovin formula. Data were collected via a questionnaire and analyzed using simple linear regression with SPSS.
The results indicate that brand image has a positive and significant influence on the decision to use Telkomsel SIM cards, with a calculated t-value of 10.511 exceeding the critical t-value of 1.690 and a significance level of 0.000 (<0.05). The coefficient of determination (R²) of 0.543 indicates that brand image contributes 54.3% to the usage decision, while 45.7% is influenced by other factors outside the scope of this study.