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All Journal Jurnal Informatika Kesatuan
Herlan Herlambang
Institut Bisnis dan Informatika Kesatuan
Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science

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Pengaruh Citra Merk, Desain Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Smartphone Samsung Di Kota Bogor Herlan Herlambang; Mumuh Mulyana; Febry Lodwyk Rihe Riwoe
Jurnal Informatika Kesatuan Vol 2 No 2 (2022): JIKES Edisi Agustus 2022
Publisher : LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (371.736 KB) | DOI: 10.37641/jikes.v2i2.1456

Abstract

The purpose of this study was to determine the effect of Brand Image, Product Design and Price Perception on Samsung smartphone Purchase Decisions in Bogor city. The number of samples used in this study amounted to 200 respondents taken from users or those who have used smartphone Samsung. The tool used to collect data is a questionnaire and the data in this study were processed using SPSS version 21. The results of the analysis show that (1) Brand Image has a positive and significant effect on purchasing decisions with a t-count of 6,945, which is greater than t-table 1.65 and a significant value of 0.000 <0.05. (2) Product Design has a positive and significant effect on purchasing decisions with a t-count of 3,708, which is greater than t-table 1.65 and a significance value of 0.000 <0.05. (3) Product quality has a positive and significant effect on purchasing decisions with a t-count of 2,017, which is greater than t-table 1.65 and a significance value of 0.045 <0.05. (4) Brand Image, Product Design and Price Perception together have a positive and significant relationship to Purchase Decisions with an f-count of 29,567, which is greater than f-table 2.65 and a significance value of 0.000 <0.05. Keywords: Brand Image, Product Design and Price Perception on Purchase Decision
Co-Authors Febry Lodwyk Rihe Riwoe Mumuh Mulyana