Pengaruh Viral Marketing, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Iphone Di Kota Malang

Abstract

Abstract

 

This research was conducted to determine the effect of Viral Marketing, Brand Image and Brand Trust on Iphone Product Purchase Decisions Case Study of Iphone Users in Malang City. This research is a type of quantitative research using explanatory research methods to explain the position of the variables studied and the relationship between one variable and another. The population in this study is Iphone Users in Malang City who Purchase Iphones. From this population, a sample will be determined by the formula from Malhotra so that a sample of 60 samples of data analysis in this study consisted of instrument testing, classical assumption test of multiple regression analysis hypothesis testing, and coefficient of determination test. The results of this study indicate that based on the results of the t test there is a partial influence between viral marketing variables, Brand Image Brand trust, to the Purchase Decision adjusted R Square in this study of (79.2%), to the dependent variable namely the purchase decision can be explained by the variables Viral Marketing (X1), Brand Image (X2) and Brand Trust (X3).20.8%. Explained by other variables outside the study model.

 

Keywords: Purchase Decision, Viral Marketing, Brand Image, Brand Trust