PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SAMSUNG GALAXY S7 (STUDI PADA PENGUNJUNG PLASA MARINA DAN WTC SURABAYA)
Abstractz: The development of
media communication technology in Indonesia is currently increasing rapidly in
people's livesand can not be avoided making smartphone manufacturers compete to
market their products, one of them isSamsung. ThisZtype ofZresearch isZquantitativeZresearch.
UsingZsamplingZtechnique non probability sampling with the numberZof 110
respondents taken from visitors of Plasa Marina and WTC Surabaya. The
instrument usedis a questionnaire using LikertZ scaleZand in analysis with
multipleZlinearZregressionZusingZSPSS 18. TheZresultsshowedZthat thereZwas
noZsignificantZinfluence brand image on purchasing decision. There was a
positiveZand significant product qualityZon purchaseZdecision.
Keywords: Brand Image, Product
Quality, Purchase Decision
Penulis: Aditya Wahyu Ramadhan,
Anik Lestari Andjarwati
Kode Jurnal: jpmanajemendd171212
