prakoso, zidane (2023) PENGARUH BRAND IMAGE, ONLINE CONSUMER REVIEW, DAN HARGA TERHADAP MINAT BELI PRODUK SMARTPHONE SAMSUNG (Studi Kasus Pada Pengguna Smartphone Samsung di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of Brand Image, Online Consumer Reviews, and Prices on Buying Interests for Samsung Smartphone products. This research consists of the variables Brand Image (X1), Online Consumer Reviews (X2), Price (X3), and Purchase Intention (Y). To obtain data using a questionnaire distributed through the Random Sampling technique with a sample of 100 respondents. The analysis uses multiple linear regression which is processed using the SPSS application. The results of the study prove that simultaneously all variables have a positive and significant effect on Purchase Intention. Meanwhile, partially, Brand Image, Online Consumer Reviews, and Price have a positive and significant effect on Buying Interests for Samsung Smartphones. Keywords: Brand Image, Online Consumer Reviews, Price, Purchase Intention
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.213 Decision Support Systems | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Zidane Prakoso | ||||||||
| Date Deposited: | 06 Jul 2023 01:41 | ||||||||
| Last Modified: | 06 Jul 2023 01:41 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/14999 |
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