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All Journal Global Research on Economy, Business, Communication, and Information
Djaya, Hendrawan Tanu
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Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Citra Merek dan Persepsi Harga terhadap Keputusan Pembelian Smartphone Samsung Djaya, Hendrawan Tanu; Sitinjak, Tony
Global Research on Economy, Business, Communication, and Information Vol. 3 No. 1 (2025): Mei - Oktober 2025
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/grebuci.v3i1.1812

Abstract

Smartphone have become a primary necessity for many people. Samsung, as a market leader, faces the challenge of maintaining brand image and influencing price perception to affect consumer purchasing decisions. This research analyse the influence of brand image and price perception on Samsung smartphone purchase decisions. This research employs a quantitative method with a non-probability sampling technique using judgmental sampling. Data was collected through an online questionnaire administered to 95 Samsung smartphone users. The collected data was then analysed using SPSS versions 25. The results of the study show that brand image has a positive and significant influence on Samsung smartphone purchase decisions. Price perception also has a positive and significant influence on Samsung smartphone purchase decisions. Based on the result, Samsung is recommenced to implement continuous innovation to improve product quality and remain competitive with other brands. For future research, researchers can consider incorporating additional variables such as promotions or other relevant factors to obtain more optimal results.
Co-Authors Tony Sitinjak