Pengaruh Citra Merek, Kualitas Produk, Persepsi Harga dan Word Of Mouth Terhadap Keputusan Pembelian
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Date
2017-08-02
Authors
Aprillina, Yeni
Journal Title
Journal ISSN
Volume Title
Publisher
Politeknik Negeri Batam
Abstract
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.
Description
Keywords
Manajemen Bisnis, Administrasi Bisnis, Permasalahan Sosial, Layanan Sosial; Asosiasi, Manajemen Rumah Tangga dan Manajemen Keluarga, Perdagangan, Komunikasi, Transportasi