Harga Tunai, Kualitas produk, Citra merk dan Iklan Terhadap keputusan Pembelian Smartphone Samsung di wilayah Jabodetabek: Cash Price, Product Quality, Brand Image and Advertising on the Decision to Purchase Samsung Smartphones in the Jabodetabek area

Mulyadhi Mulyadhi (Prodi MM)
Adi Buzaman Hamidi (Prodi MM Universitas Pelita Bangsa)
Billy Josef Anis (Prodi Magister Manajemen Universitas Pelita Bangsa)

MASTER: Jurnal Manajemen Strategik Kewirausahaan
Vol. 2 No. 2 (2022): MASTER: Jul 2022

Penelitian bermaksud menganalisis harga tunai, kualitas produk, citra merk dan iklan terhadap keputusan pembelian smartphone samsung. Pengumpulan data dengan pengisian kuesioner yang didistribusikan kepada pengguna smartphone samsung di Jabodetabek selama rentang waktu bulan Juni 2022 dan diperoleh 80 responden. Analisis data struktural diolah menggunakan WarpPLS. Hasil penelitian menunjukkan harga tunai dan kualitas produk tidak mempengaruhi keputusan konsumen dalam pembelian. Citra merk dan iklan berpengaruh secara positif terhadap keputusan pembelian. This study intends to analyze cash prices, product quality, brand image and advertising on samsung smartphone purchasing decisions. Data collection by filling out a questionnaire distributed to Samsung smartphone users in Jabodetabek during the period of June 2022 and obtained by 80 respondents. Structural data analysis was processed using WarpPLS. The results showed that cash prices and product quality did not affect consumer decisions in purchasing. Brand image and advertising positively affect purchasing decisions.