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All Journal Productivity
Marvel Werung
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

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Citra Merek Smartphone Samsung terhadap Keputusan Pembelian Mahasiswa Universitas Sam Ratulangi Manado Marvel Werung; Dolina L. Tampi; Joanne V. Mangindaan
Productivity Vol 1 No 5 (2020): Additional Issue
Publisher : Program Studi Administrasi Bisnis

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Abstract

This study aims to determine the effect of brand image on purchasing decisions for Samsung smartphones. Variable Brand Image in Test Using 3 indicators and Variable Purchase Decision for Samsung smartphones using 4 indicators. This research methodology using purposive sampling approach to quantitative research. The sampling technique used was a population of 82 respondents. Data collection techniques were carried out by observing the field and distributing questionnaires to respondents, using correlation analysis and simple linear regression. The result of R between the two variables is 0.745, which means that the relationship between Brand Image and Purchasing decisions is strong. Then the R square value (coefficient of determination) is 0.610. This shows that the decision to buy a Samsung Smartphone, 61.0%, while the other 39.0% are determined by other factors. Then this influence means that the Brand Image is one of the factors that quite influences the decision to buy a Samsung Smartphone. Respondents rated the Samsung brand as having a strong hardware device. however, the problem is the strong screen technology, so that consumers switch to other smartphone brands. even so Samsung has many unique features that can increase the number of users.
Co-Authors Dolina L. Tampi