Pengaruh Brand Image, Brand Luxury , Harga, Dan Desain Produk Terhadap Minat Beli Samsung Z Flip 5 Di Kota Semarang

Naim, Aulia Anin
Sedayu, Agung
Usman, Usman
Hariyadi, Guruh Taufan

Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Vol. 13 No. 1 (2024): Maret

This research aims to determine the influence of brand image, luxury brand, price, and product design on buying interest in the Samsung Z Flip 5 in Semarang City. This research uses primary data and quantitative methods. Researchers conducted a pre-survey on 30 respondents by distributing questionnaires, then after that the researchers conducted a survey by distributing questionnaires via Google Form to 150 respondents and processing the data using SmartPLS. From the results of data processing, it was found that brand image had a significant influence, luxury brand had no significant influence, price had a significant influence, and design had no significant influence on interest in purchasing Samsung Z Flip 5 smartphone products in Semarang City.  Keywords:  Brand Image ; Brand Luxury ; Price ; Design ; Purchase Intention