Pengaruh Promotion, Brand Image Dan Word Of Mouth Terhadap Keputusan Pembeli Handphone Samsung - Elena Rizkita Idham; Suhardi Suhardi (JURNAL EKUIVALENSI, 2021)
Abstrak Telepon seluler (handphone) mampu mengubah peta industri telekomunikasi. saat ini penggunaan handphone atau yang saat ini lebih di kenal dengan istilah smartphone, merupakan kebutuhan dengan prioritas yang cukup tinggi. Semakin banyaknya pilihan produk di pasaran secara tidak langsung mendidik konsumen untuk selektif dalam keputusan pembelian produk. Keputusan dipengaruhi oleh beberapa faktor yaitu Promotion, brand image dan word of mouth. Oleh karena iti dilakukan penelitian tentang pengaruh Promotion, brand image dan word of mouth terhadap keputusan pembeli. Penelitian deskriptif ini akan memfokuskan ke penjelasan sistematis mengenai fakta yang telah didapat saat penelitian dilaksanakan. Setelah data tersebut diolah melalui metode analisis data, laporan skripsi ini telah menunjukkan tiga variabel tersebut telah berpengaruh signifikan terhadap keputusan pembelian, artinya tingkat keputusan pembelian yang telah dipengaruhi dengan Promotion, brand image dan word of mouth tersebut tinggi selain itu sisanya dipengaruhi dengan variabel yang lainnya. Hal yang belum dan sudah dilakukan pada akan bahas pada bagian akhir skripsi ini. Kata kunci: Promotion, Brand Image, Word of Mouth, Keputusan Pembelian Abstract Cellular phones (cellphones) are able to change the map of the telecommunications industry. currently the use of mobile phones or which is currently better known as smartphones, is a requirement with a high enough priority. The increasing number of product choices on the market indirectly educates consumers to be selective in product purchasing decisions. Decisions are influenced by several factors, namely promotion, brand image and word of mouth. Therefore, research on the effect of promotion, brand image and word of mouth on buyer decisions is carried out. This descriptive research will focus on a systematic explanation of the facts that have been obtained when the research is carried out. After the data is processed through the method of data analysis, this thesis report has shown that these three variables have a significant influence on purchasing decisions, meaning that the level of purchasing decisions that have been affected by promotion, brand image and word of mouth are high, while the rest is influenced by other variables. Things that have not and have been done will be discussed at the end of this thesis. Keywords: Promotion, Brand Image, Word of Mouth, Purchase Decision