The effects of price, quality, and brand image towards consumer purchasing decision on Samsung Smartphone in Surabaya
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Institusion
Universitas Katolik Widya Mandala Surabaya
Author
Hadi Sucipto (STUDENT ID : hadisucipto8888@gmail.com)
Subject
Management
Datestamp
2016-09-30 07:13:58
Abstract :
The purpose of this research is to examine the effects of price, quality, and brand image towards consumer purchasing decision on Samsung smartphone in Surabaya. The samples in this research are 100 respondents who use Samsung smartphones, 15 years old minimum, have their own salaries, live in and outside Surabaya, and know about the price information about the other smartphone brands. The sampling method used is non-probability sampling and the data collection method used is direct surveys to the respondents through the distribution of questionnaires. The data analysis technique use in this research is multiple linear regression analysis which is the result shows that price, quality, and brand image have positive effects towards consumer purchasing decision on Samsung smartphone in Surabaya. The result imply that Samsung company should pay more attention to their product’s price, quality, and their brand image because these factors are very influence the consumer purchasing decision on Samsung smartphone in Surabaya.
The purpose of this research is to examine the effects of price, quality, and brand image towards consumer purchasing decision on Samsung smartphone in Surabaya. The samples in this research are 100 respondents who use Samsung smartphones, 15 years old minimum, have their own salaries, live in and outside Surabaya, and know about the price information about the other smartphone brands. The sampling method used is non-probability sampling and the data collection method used is direct surveys to the respondents through the distribution of questionnaires. The data analysis technique use in this research is multiple linear regression analysis which is the result shows that price, quality, and brand image have positive effects towards consumer purchasing decision on Samsung smartphone in Surabaya. The result imply that Samsung company should pay more attention to their product’s price, quality, and their brand image because these factors are very influence the consumer purchasing decision on Samsung smartphone in Surabaya.
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