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Oktaviani Ramenusa
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Decision Sciences, Operations Research & Management Social Sciences

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Journal : Jurnal Penelitian Ekonomi Manajemen dan Bisnis

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Analisis Pengaruh Brand Image, Harga Dan Iklan Terhadap Keputusan Pembelian Smartphone Samsung : (Studi Pada Mahasiswa STBM Dua Sudara Bitung ) Oktaviani Ramenusa; Agnes R. Maxam
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 3 No. 1 (2024): Februari : Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v3i1.2989

Abstract

Analysis of the Effect of Brand Image, Price and Advertising on Samsung Smartphone Purchase Decisions (Study on STBM Dua Sudara Bitung Students) is a study conducted with the aim of knowing the effect of Brand Image, Price, and Advertising on Purchase Decisions both independently and together. This study uses the analytical method used in the study, namely multiple regression analysis using SPSS. This study used 82 samples of respondents and data collection techniques in the form of distributing questionnaires. The results obtained show that Brand Image, Price, Advertising, together affect the Samsung Smartphone Purchase Decision with an error rate of 5%, because the results of the hypothesis explain that the calculated F value is greater than Ftable at a significant level of 0.00, therefore it can be concluded that Brand Image, Price, Advertising together influence the Samsung Smartphone Purchase Decision. Partially shows that the Brand Image, Price, Advertising variables have a partial effect on the Samsung Smartphone Purchase Decision.
Co-Authors Agnes R. Maxam