D-4 Administrasi Bisnis Terapan

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Pengaruh Citra Merek, Kualitas Produk, Persepsi Harga dan Word Of Mouth Terhadap Keputusan Pembelian
(Politeknik Negeri Batam, 2017-08-02) Aprillina, Yeni; Hidayat, Rahmat
This research aims to find out how big the influence of brand image, product quality, price of perception of word of mouth against the purchasing decisions of consumers in purchase Samsung smartphone. Type of this research is a case study. The population taken all students State Batam State Polytechnic using a technique of non sample probability sampling by means of accidental sampling as much as 100 respondents. Engineering data collection using the questionnaire. Data analysis techniques using descriptive statistics and Regression analysis of double liner. The hypothesis is tested using t-test and F-test. The test results show that brand image, product quality, price and perception of word of mouth either partially or simultaneous positive and significant effect against the purchasing decision. Variables brand image, product quality, price and perception of word of mouth able to explain variable purchase decisions of 60.1% and the rest of 39.9% explained by other variables that are not included in the study.