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Thycha Ancila
Fakultas Ekonomi dan Bisnis Universitas Mulawarman, Kalimantan Timur Indonesia
Economics, Econometrics & Finance

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ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG GALAXY (Studi Kasus Pada Mahasiswa FISIPOL Di Universitas Mulawarman Samarinda) Thycha Ancila; Suharno Suharno; Muhammad Amin Kadafi
Jurnal Ilmu Manajemen Mulawarman (JIMM) Vol 2, No 2 (2017): Juni
Publisher : Fakultas Ekonomi Dan Bisnis Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29264/jimm.v2i2.305

Abstract

The purpose of this study to determine the effect of brands on purchase decisions phone Samsung galaxy. This research is a quantitative survey approach. The sampling technique used purposive sample tekni which researchers select members of the population who incidentally met with investigators and is considered to provide the necessary information.               The independent variables consist of Brand Awareness (X1), Trademark Association (X2), Perceived Quality (X3), while the dependent variable is the purchase decision (Y), Methods Data were analyzed using multiple linear regression with F test and t test.               The results showed that Brand Awareness (X1), Trademark Association (X2), Perceived Quality (X3) simultaneously significantly influence the purchase decision Mobile Samsung galaxy on FISIPOL student at the University of Mulawarman Samarinda.Keywords: Brand Awareness, Trademark Association, Perceived Quality and purchase decision
Co-Authors Muhammad Amin Kadafi Suharno Suharno