Pengaruh Brand Image, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Smartphone Samsung (Pada Mahasiswa Universitas Muhammadiyah Surakarta)

Ihsan, Nurrohim and , Dra. Wuryaningsih DL, MM (2022) Pengaruh Brand Image, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Smartphone Samsung (Pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image, product quality and price on purchasing decisions for Samsung smartphones with a case study of students at Muhammadiyah University of Surakarta. The sample in this study amounted to 100 respondents. This research is a type of quantitative research. The type of data used in this study is primary data by using a questionnaire using a Likert measurement scale. The data analysis technique of this research uses multiple linear regression with SPSS version 25 program. The results of this study indicate that the brand image (X1), product quality (X2) and price (X3) variables on purchasing decisions (Y) partially have a positive and significant influence. on the decision to purchase a Samsung smartphone. The three independent variables simultaneously have a positive and significant influence on the purchase decision of Samsung smartphones.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Image, Product Quality, Price, Purchase Decision.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NURROHIM IHSAN
Date Deposited:	16 Jul 2022 06:05
Last Modified:	16 Jul 2022 06:05
URI:	http://eprints.ums.ac.id/id/eprint/101462

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