PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (STUDI KASUS PADA MAHASISWA STIESIA SURABAYA)

Abstract

This study aims to examine whether product, price, distribution, and promotion influence the purchase decision of Samsung smartphones. This type of research is descriptive research with a quantitative approach. The population in this study is STIESIA Surabaya students who use Samsung smartphones. Data collection techniques in this study were carried out using a questionnaire. The measurement scale used in this study is the Likert scale. The sampling technique used in this study was accidental sampling, and it was determined that there were 100 respondents. The data analysis method used is multiple linear regression analysis using the SPSS version 21.0 statistical test tool. The results of this study indicate that the product variable has a positive and insignificant effect on purchasing decisions for Samsung smartphones at STIESIA Surabaya students, the price variable has a positive and insignificant effect on purchasing decisions for Samsung smartphones on STIESIA Surabaya students, distribution variables have a positive and significant effect on purchasing decisions for Samsung smartphones. on STIESIA Surabaya students, the promotion variable has a positive and significant effect on purchasing decisions for Samsung smartphones on STIESIA Surabaya students.
Keywords: product, price, distribution, promotion, buying decision