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Journal : JMLEB

PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG ANDROID (Studi Pada Masyarakat Kota Unaaha Kab. Konawe) Fitria
Jurnal Manajemen Lakidende: Economic & Business Vol 1 No 1 (2019): Jurnal Manajemen Lekidende Economic & Business
Publisher : FEB Universitas Lakidende

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0721/jmleb.v1i1.19

Abstract

This study aims to determine the effect Partial Simultaneous and product quality and brand image of the Samsung brand mobile phone purchasing decisions Android community Konawe Unaaha City. The data collection is done with the interview. Documentation and Questionnaire on Urban Community Unaaha District. The study population was Unaaha District Urban Community and the sample size is 70 people. The analysis technique used is multiple linear regression using hypothesis testing, the F test and t test. The results of this study suggest that the independent variable (product quality and brand image simultaneously significant effect on purchasing decisions, this means that the better the quality of products offered and the better the brand image of Samsung, the higher the level of Consumer Purchase Decision. Based on the partial test (t test) variable product quality, and no significant negative influence on purchasing decisions, this means that the quality of products offered by Samsung does not affect the level of consumer purchase decision. Brand image and variable positive and significant influence on purchasing decisions, this means that the Samsung brand image affects the level of consumer purchase decision against Samsung products. The better the brand image of Samsung, the level of consumer purchase decisions increases, this study were obtained value of adjusted R square of 0.210, it means that 21% of purchasing decisions can be explained by the variable quality and brand image, while the remaining 79% of purchase decisions are influenced byaotheravariablesanotaexaminedainathisastudy.
Co-Authors A. Haris A.A Santi Dewi Abdul Rahman Abdullah, Baiq Amanda Esya Ade Rina Adeli Berlian Febrianti Af’idah, Euis Nur Agus Aminsyah Agus Andriansah Ahdiyat, Riswandi Ahmad Baihaqy Akbar Akbar, Rinaldi Alifya Nurul Falach Alqamari, Muhammad Amalia, Risa Ananda, Septi Andriansah, Agus Angiasari, Heni Anik Gita Yuana Anjali Anne Putri Antareja, Gde Margin Arie Hapsani Hasan Basri Arif Saman Arrie Budhiartie Asmara, Puja Ayu Intan Asrial Aulia Rahmadita Ayu Bella Anggun Sari Bianka Margareth Simatupang Bujang Putri Cemda, Abdul Rahman Cut Linar Daniati H. Arsyad Darul Hikmah Dewi Rulia Sitepu Dian Rahmawaty Dian Rahmita Sari Dinar Asri Haruming Wijaya Dinara Maya Julijanti Dwi Meida Fitria Emy Iryanie Eri Triharyati Euis Nur Af’idah Evi Susanti Sinaga Fadhila, Wildan Faris Shalahuddin Zakiy Farroha Firmaningrum Febriana Mucthar Fifi Nirmala Fitria, Dwi Meida Frengky Alexander Pratama Frisca Fazira Furda, Yani Prihatina Eka Gusti Aldo Wijaya Gusti Ayu Martha Winingsih Hadi Daeng Mapuna Haeruni Haikal , Muhammad Hanah, Ummu Hanum Harahap, Fitra Syawal Hardi Mulyono Healthy Hidayanty Hendra Karyono Heriswanto Heru Susetyo Hidayat, Janu Wahyu Hilda Julia Holis Imelda Sari Imron Ichwani Intan Nuryani Irdawati Irham Natsir K. Irma Irma Idayati Islamiah, Ahdatul Islamiah Ismayadi Kaharuddin, M. Robby Kairupan, Sartika Stefany Karyono, Hendra Khairina Afni Kokoh Padli Lestari , Sinta Bella Lidya Irma Momuat Lili Agustina Lubis, Rusdi Hamka M. Ariadika Al-kautsar M.Robby Kaharudin Manaki, Gempar Mardiati Mariana, Merlyn Marsela Mar’atus Sholikhah, Siti Masrin Gafar Maulana, M. Rian Mega Satria Meiske Sientje Sangi, Meiske Sientje Merry Septiani Barus Mirzon Daheri Mita Istighfarah Muslimah Nadia Sah Putri Nini Rahmawati Ns.Linda Adriani,M.Kep Nungki Marlian Yuliadarwati Nur Halimah Nur Qomari Nurbaya Mentari Nurfitriyenny Nurul Aini, Elfira Nurul Fahira Nurul Hartini Nurul Khoiria Nurul Meilisa Putri Nurul Meilisa Putri Nurul Rahmi Nuryani, Intan Octaline, Selvia Padli, Kokoh Pebrina Pitrisia, Chania Pratama, Frengky Alexander Pratomo, Bayu Puja Ayu Intan Asmara Puji Hariani Puji Kurniawati Rahman Putri, Nadia Sah Rahman Setiadi, Fazlur Rahmawati, Nurlaili Ramadhani Resa Fitriani Ria Mayasari Rida Rida Rinaldi Akbar Rinaldo Rini Susanti Risna Fazlaini Rizkal Ronal Aprianto Salahuddin salahuddin harahap Saputri, Lilis Sari, Bella Anggun Sari, Dian Rahmita Sari, Nila Marta Sari, Wisdalia Maya Selvia Octaline Septi Ananda Setiawan Wibowo, Teguh Silvia Nora, Silvia Simatupang, Bianka Margareth Sinta Bella Lestari Sippah Chotban Sitepu, Ediaman Sri Zulhayana Supryanita, Rina Suryana, Titik SUSANTI sutris Cahyono Suyadi Syarifah Maulidia Tari Syawal Kamiluddin Saputra Syuhada, Iqbal Tartiyoso, Seget Teguh Setiawan Wibowo Wa Ode Salma Walida, Hilwa Wati, Cicik Retno Weny Widiya Widiya, Weny Widya Wijaya, Gusti Aldo Yudi Rachman Yuli Nurhayati Zayudi Anwar Zulnandar