Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Smartphone Merek Samsung (Studi Pada Mahasiswa UPN "Veteran" Jawa Timur)

Falhamdany, Zhusuf (2025) Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Smartphone Merek Samsung (Studi Pada Mahasiswa UPN "Veteran" Jawa Timur). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study contains the influence of brand image, price, and product quality on purchasing decisions on Samsung brand smartphone products (a study on students of UPN "Veteran" East Java). This study aims to determine the influence of brand image, price, and product quality on purchasing decisions. The type of research used is quantitative, with a survey method that assesses Samsung Smartphone products in a questionnaire with a specific assessment. In analyzing the questionnaire data, this study employed the Multiple Regression Analysis technique using SPSS software. The population in this study consists of students who purchase or use Samsung smartphones at UPN “Veteran” in East Java, totaling 22,976 students. The sample used was 156 respondents. Meanwhile, the sampling technique in this study uses a nonrandom side/nonprobability sampling technique with several sample criteria for respondents used for the study, namely students of UPN "Veteran" East Java and have bought/used Samsung Smartphone products with data collection through the distribution of Google Forms. The results of the analysis in this study, namely Brand Image (X1), have a positive and significant effect on Purchase Decision (Y) on Samsung brand smartphone products in the study of UPN “Veteran” East Java students. Price (X2) has a positive and significant effect on Purchase Decision (Y) on Samsung brand smartphone products in the study of UPN “Veteran” East Java students. Product Quality (X3) does not have a positive and significant effect on Purchase Decision (Y) on Samsung brand smartphone products in the study of UPN “Veteran” East Java students. Brand Image, Price, and Product Quality (X1, X2, and X3) simultaneously have a positive and significant effect on Purchase Decision (Y) on Samsung brand smartphone products in the study of UPN “Veteran” East Java students.

Item Type:

Thesis (Undergraduate)

Contributors: