KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG

Abstract

This research is meant to find out the influence of product quality, price, brand image to the purchasing decision
of Samsung smartphone to the students of Surabaya Indonesia School of Econmics (STIESIA). The population is
all students of Surabaya Indonesia School of Econmics (STIESIA) who purchase Samsung smartphone. The
sample collection technique has been carried out by using purposive sampling and 100 respondents have been
selected as samples. The data analysis technique has been done by using multiple linear regression analysis.The
result of the research shows that product quality and branmd image give significant and positive influence to the
purchasing influence. Meanwhile, price give significant and negative influence to the purchasing influence. It
proves that good product quality and brand image will impact on the enhancement of purchasing decision.
However, when the price of Samsung smartphone is getting expensive it will impact on the declination of
purchasing decision.Based on the result of partial determination coefficient of brand image gives dominant
influence to the purchasing influence. It occurs because brand image Samsung smartphone is easy to be
recognized, have good reputation, and easy to be remembered by its user.

Keywords: Product quality, price, brand image, and purchasing decision