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Arni Saraswati
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Economics, Econometrics & Finance

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THE INFLUENCE OFWORD OF MOUTH, BRAND IMAGE, AND PRODUCT ATTRIBUTES ON BLACKBERRY PRODUCT PURCHASING DECISIONS. Arni Saraswati; Sri Suryoko; Ngatno Ngatno
Jurnal Ilmu Administrasi Bisnis Vol 5, No 2 (2016)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (343.194 KB) | DOI: 10.14710/jiab.2016.11322

Abstract

Research it is based on a decrease in the sale of blackberry in the last three years. Many factors that must be considered in the decision to buy a product for consideration in decision making. The purpose of this research is: to analyze the influence of word of mouth , brand image, and product attributes on Blackberry product purchasing decisions. This type of research is explanatory type . In this study will explain the influence between the variables to test the hypothesis . The population in this study were all students Fisip Undip . Sampling technique using purposive sampling , namely Fisip Undip student who uses a Blackberry mobile phones . The sampling technique using the formula lameshow, so the sample amounted to 96 respondents . The results showed that word of mouth , brand image and product attributes have a positive and significant influence on purchasing decisions Blackberry products . This is evidenced by test F statistics that indicate 119,559 F count > F table 2,70. The advice given is a Blackberry product companies must constantly innovate by adding features products that are more practical , effective , and expressive .
Co-Authors Ngatno Ngatno Sri Suryoko