PENGARUH HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG GALAXY (STUDI PADA MAHASISWA STIESIA SURABAYA)

Abstract

Communication technology becomes what people need when it is used to ease access to information and communication. Therefore, ini determining a product to be bought, consumers will pass the buying decisions step, which part of the decision making process where they finnaly buy the product. This research aimed to analyze the effect of price, brand image, and product quality on buying decisions of Samsung Galaxy mobile phone. Moreover, the population was consumers of Samsung Galaxy mobile phone within students of STIESIA Surabaya. Furthermore, the data were primary. Additionally, the data collection technique used purposive sampling. In line with, there were 98 respondents as the sample. In addition, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). While, the hypothesis test result concluded as follows: 1) price had a positive and significant effect on buying decision of Samsung Galaxy mobile phone; 2) brand image had a positive and significant effect on buying decision of Samsung Galaxy mobile phone; 3) Product quality had a positive and significant effect on buying decision of Samsung Galaxy mobile phone.
Keywords: price, brand image, product quality, buying decision