PENGARUH KUALITAS PRODUK, HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SAMSUNG

Abstract

This research aims to determine the influence of product quality, price, and word of mouth on Samsung Smartphone purchasing decisions of the STIESIA Surabaya Student. The type of research used is quantitative research. This sampling technique using purposive sampling with the number of samples obtained as many as 100 respondents. The population used in this research is all the students of STIESIA Surabaya who purchase Samsung Smartphone. Data analysis technique used in this research is by multiple linear method. The results of this influence indicates that product quality variables have a significant positive influence on purchasing decisions because good quality leads to an increase in company sales in the eyes of consumers. Price has a significant positive influence on purchasing decision because price can show a quality product where consumer have assumption that high price usually have good product quality of word of mouth positively significant influence on the purchasing decision. Based on the coefficient of partial determination of product quality variables dominant influence on purchasing decisions. This happens because when the quality of the product increases, then the purchase decision also increases.
Keywords: product quality, price, word of mouth and buying decision