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Yudo Kurniawan
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INDONESIA
Akademika : Jurnal Manajemen, Akuntansi, dan Bisnis
Published by Sekolah Tinggi Ilmu Ekonomi Indonesia Malang
ISSN : 16934288     EISSN : 25485237     DOI : https://doi.org/10.51881
Core Subject : Economy, Education,
Economics, Econometrics & Finance Education
Akademika, Jurnal Manajemen, Akunntansi dan Bisnis diterbitkan oleh program Studi S1 Manajemen STIE Indonesia Malang setiap periode 2 edisi dalam satu tahun, dikelola oleh Pusat Publikasi dan Penerbitan Karya Ilmiah STIE Indonesia Malang.
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Articles 1 Documents
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Search results for , issue "Vol. 15 No. 2 (2017): Agustus 2017" : 1 Documents clear
PENGARUH CITRA MEREK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK THERESIA PRADIANI; DWI CITRA WAHYU NINGTYAS
Akademika : Jurnal Manajemen, Akuntansi, dan Bisnis. Vol. 15 No. 2 (2017): Agustus 2017
Publisher : Pusat Publikasi dan Penerbitan Karya Ilmiah STIE Indonesia Malang

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Abstract

The purpose of this research is to know the influence of brand image and advertisement on Samsung brand smartphone purchase decision either partially, simultaneously, and dominantly. Data collection was done by distributing questionnaires to 100 respondents by using purposive sampling technique and the respondents in this research are STIE AsiaMalang students. Data were analyzed by multiple linear regression method, Determination Test (R2), Test t, F Test, and Dominant Test. Results of multiple linear regression analysisobtained results the independent variables that have the most influence on the dependent variable are brand image variable with Beta (β) 0,465 value followed by advertisement variable with Beta (β) 0,400. Result of t test to prove the variable of brand image and advertisement have positive and significant influence to decision of Samsung brand smartphone purchase, with t value of each variable of advertisement equal to 5,258 with signification level 0,000 and brand image variable equal to 6,100 with 0.000 significance level. F test results also membutktikan that independent variables of brand image and advertising simultaneously affect the decision of Samsung brand smartphone purchase with the value of F arithmetic amounted to 50.695 with a significance level of 0.000. From the results of this study indicate that the independent variables are able to explain 51.1% of Samsung brand smartphone purchase decisions, while the remaining 48.9% is explained by other independent variables that are not examined.Keywords: Brand Image, Advertisement and Purchase Decision.

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