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All Journal Humanis : Jurnal Ilmu-Ilmu Sosial dan Humaniora Jurnal Industri Kreatif dan Kewirausahaan INVEST : Jurnal Inovasi Bisnis dan Akuntansi Inspirasi Ekonomi : Jurnal Ekonomi Manajemen Jurnal Pengabdian Masyarakat STIE Surakarta (DIMASETA) EQUILIBRIUM : JURNAL BISNIS DAN AKUNTANSI (EJBA)
Handaruwati, Indah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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PENGARUH CITRA MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE DI KALANGAN MAHASISWA Handaruwati, Indah
Inspirasi Ekonomi : Jurnal Ekonomi Manajemen Vol. 5 No. 1 (2023): Inspirasi Ekonomi : Jurnal Ekonomi Manajemen
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Timor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32938/ie.v5i1.2944

Abstract

This study aims to provide empirical evidence of the influence of brand image, price and promotion either partially or simultaneously on purchase decision of samsung brand mobile phones among Surakarta Christian University students. The population in this study were all active students while the sample was taken by purposive sampling as many as 100 students. The results showed that brand image was positive but not significant. So that the brand image variable cannot stand alone partially, the price has significant effect and the promotion has positive but not significant. Together or simultaneous brand image, price and promotion variables have a significant effect.
Co-Authors Adityanto, Hizkia Yoland Agustina, Krisna Allen, Revalina Jeanne Andreas Setiawan Dewi, Adhita Maharani Dwitama, Ikhtiar Kurnia FEBRIANTI, RISKY Krisnaningsih, Ardiani Guswidjaya Yuliana, Enny