PENGARUH BRAND IMAGE, PRODUCT QUALITY, PRICE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Pengguna Smartphone Samsung Mahasiswa Universitas Islam Malang)

Abstract

ABSTRACT 

This research was conducted with the aim of: 1) To find out and analyze the influence of Brand Image on the decision to purchase Samsung smartphones at University of Islamic Malang. 2) To find out and analyze the influence of product quality on purchasing decisions of Samsung smartphones at University of Islamic Malang. 3) To find out and analyze the influence of price on the decision to purchase Samsung smartphones at University of Islamic Malang. 4) To find out and analyze the influence of word of mouth on purchasing decisions of Samsung smartphones at University of Islamic Malang. The type of research used is explanatory. The data used are primary data, obtained from interviews and questionnaires that were filled directly by respondents using Samsung smartphones. The population that is the object of this research are students of the Islamic University of Malang in the class of 2015/2017 with a total of 7702 students. The sample selection uses a random sampling technique so that sampling from members of the population is done randomly.

To solve the problem in this study, using validity test, reliability test, normality test, multiple linear regression test, multicollinearity test, heteroscedasticity test, classical assumption test. The results of data analysis show that: There is a significant positive effect on Brand Image, Product Quality and Word of Mouth on purchasing decisions while price does not have a significant influence on purchasing decisions.

 

Keywords: Brand Image, Product Quality, Price, Word Of Mouth, and Purchasing Decision