PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

RIYADI, DWI (2019) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

DWI RIYADI, The Influence of Product Quality, Brand Image and Advertisements on Purchasing Decisions of Samsung Smartphones on Students of the Faculty of Economics, Jakarta State University in Jakarta. This research was conducted at the Students of the Faculty of Economics, Jakarta State University who were using Samsung smartphones, for six months from January 2019 to June 2019. The purpose of this study was to determine the effect of product quality, brand image and advertising on Samsung smartphone purchasing decisions for students Faculty of Economics, Jakarta State University. The research method used is a survey method with a quantitative approach. The sampling technique used was a purposive sampling technique of 120 people. Test requirements analysis, namely the normality test using the Kolmogorov Smirnov test with the test results can be known as the value of Asymp. Sig the residual value of the whole variable is 0.200. it can be concluded that the value is greater than 0.05 so that the overall data is considered normal. The resulting regression equation between X1 and Y is Ŷ = 30.154 + 0.368 X1. Then the partial regression coefficient test (t test) and the results obtained t count 4.332> t table 1.65810 for product quality (X1) can thus be concluded that there is a positive and significant relationship between product quality and purchasing decisions (Y). Whereas the regression equation produced between X2 and Y is Ŷ = 35,659 + 0.370 X2. Then the partial regression coefficient test (t test) and the results obtained t count 4.064> t table 1.65810 for brand image (X2) can thus be concluded that there is a positive and significant relationship between brand image and purchasing decision (Y). Then the regression equation produced between X3 and Y is Ŷ = 34,830 + 0,397 X3. Then the partial regression coefficient test (t test) and the results obtained t count 4.938> t table 1.65810 for advertising (X3) thus it can be concluded that there is a positive and significant relationship between advertising and purchasing decisions (Y). The coefficient of determination obtained is 0.137 for product quality, 0.123 for brand image and 0.171 for advertising. Then it can be concluded that the purchase decision is determined by product placement of 13.7%, brand image of 12.3%, and advertising of 17.1%, and the remainder is determined by other variables.

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