Pengaruh Persepsi Harga, Promosi, Dan Brand Image Terhadap Keputusan Pembelian Smartphone Samsung di Kota Semarang - Amalia Vivian Hadi; Rokh Eddy Prabowo (SEIKO : Journal of Management & Business, 2022)
Abstrak Tujuan penelitian ini untuk menganalisis pengaruh dari persepsi harga, promosi, dan brand image terhadap keputusan pembelian. Populasi dalam penelitian ini yaitu pembeli smartphone Samsung di Kota Semarang dengan sempel sebanyak 96 responden dan ditentukan menggunakan teknik non probability sampling. Data primer dikumpulkan menggunakan kuesioner dan data skunder menggunakan studi Pustaka. Berdasarkan hasil uji SPSS versi 22 diperoleh hasil, bahwa uji instrument penelitian menunjukan semua indikator valid dan semua variabel reliabel. Berdasarkan uji F semua variabel bebas secara simultan berpengaruh terhadap keputusan pembelian. Berdasarkan hasil koefisien regresi dan uji t menunjukan, bahwa varibel persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, dan variabel brand image berpengaruh positif dan signifikan terhadap keputusan pembelian Kata Kunci: Persepsi Harga, Promosi, Brand Image dan Keputusan Pembelian Abstract The purpose of this study is to analyze the influence of price perception, promotion, and brand image on purchasing decisions. The population in this study was Samsung smartphone buyers in Semarang City with a total of 96 respondents and determined using a non-probability sampling technique. Primary data using questionnaires and skunder data using Literature studies. Based on the results of the SPSS version 22 test, the results were obtained, that the research instrument test showed all indicators were valid and all variables were reliable. Based on the F test all free variables simultaneously affect purchasing decisions. Based on the results of the regression coefficient and t-test, it shows, that the variability of price perception has a positive and significant effect on purchasing decisions, promotion variables have a positive and significant effect on purchasing decisions, and brand image variables have a positive and significant effect on purchasing decisions Keywords: Price Perception, Promotion, Brand Image and Purchasing Decision