PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE MEREK SAMSUNG

Abstract

The purpose of this research is to find out whether product, price, promotion, place, and brand image have an influence to the purchasing decision of Samsung brand hand-phone. The population is all students of School of Economics Indonesia (STIESIA) Surabaya who have ever made purchasing decision of Samsung brand hand-phone. The sample collection technique has been done by using purposive sampling and 100 respondents have been selected as samples. The data analysis technique has been done by using multiple linear regressions method. The result of the test shows that product, price, promotion, place, and brand awareness have positive and significant influence to the purchasing decision. The result of test shows that based on the partial coefficient determination, the place variable has dominant influence to the purchasing decision. This dominant influence occurs because place can give influence to the purchasing decision. The easiness in getting the product and the range of sales place will have impact to the customer purchasing decision.
Keywords: Marketing Mix, Brand Image, and Purchasing Decision.