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Harahap, Hastuti Handayani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Management and Business Progress

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Analisis Pengaruh Word Of Mouth Dan Ekuitas Merek Terhadap Keputusan Pembelian Iphone Di Kota Tebing Tinggi Arifin, Indra Welly; Rajagukguk, Frederick Rudy Sentosa; Harahap, Hastuti Handayani
Management And Business Progress Vol. 4 No. 1 (2025): Management and Business Progress Edisi Juni 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/mbp.v4i1.235

Abstract

This study aims to determine the effect of word of mouth and brand equity on the decision to purchase an iPhone in Tebing Tinggi City. The research method used is a quantitative method using the help of SPSS version 25.00 which is collected from the results of distributing questionnaires to consumers of the FD Store in Tebing Tinggi City. The analysis method used in this study is to use an instrument test, namely the validity and reliability test. The classical assumption test is the normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, determination coefficient analysis (R2), hypothesis test is the T test and F test. The results of SPSS in this study are word of mouth has an effect on Purchasing Decisions, brand equity does not have an effect on Purchasing Decisions, word of mouth and brand equity have a simultaneous effect on Purchasing Decisions.
Co-Authors Ahmad Juanda Arifin, Indra Welly Dinata, Randy Hutajulu, Lija Romauli Neni Murniati Rabiula, Hafizh Rajagukguk, Frederick Rudy Sentosa Santika, Dinda Sarwoto Sarwoto, Sarwoto Sinurat, Mangasi