Pengaruh Citra Merek Terhadap Keputusan Pembelian Smartphone Merek Samsung (Studi Kasus Pada Mahasiswa DIII Jurusan Administrasi Bisnis Politeknik Negeri Sriwijaya) (original) (raw)
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Pengaruh Periklanan Dan Citra Merek Terhadap Keputusan Pembelian Handphone Merek Samsung
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This study aims to analyze the influence of advertising and brand image on Samsung brand purchasing decisions. The population in this study were 137 students of the Faculty of Economics, University of Krisnadwipayana who used Samsung smartphones consisting of 84 students majoring in management and 53 students majoring in accounting. The sampling technique in this study used a non-probability sampling technique, which used purposive sampling technique, which was an economics faculty student who used a Samsung mobile phone and who had seen a Samsung advertisement. The results showed that there was an influence of advertising and brand image on the purchase decision of the Samsung brand at the Faculty of Economics at University of Krisnadwipayana.
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Hasil penelitian ini menunjukkan bahwa pengetahuan produk pada pembeli atau pengguna smartphone Samsung di kota Makassar terhadap smartphone Samsung sendiri secara umum berada dalam kategori baik. Citra merek smartphone Samsung bagi sebagian besar pembeli atau penggunanya juga dalam kategori baik. Dan keputusan pembelian pada konsumen terhadap smartphone Samsung di kota Makassar berada dalam kategori baik. Pengetahuan produk dan citra merek secara bersama-sama memberikan kontribusi atau pengaruh terhadap keputusan pembelian konsumen bagi pembeli atau pengguna smartphone Samsung di kota Makassar.
Jurnal Benefita, 2017
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan citra merk terhadap keputusan pembelian Smartphone Samsung baik secara parsial maupun secara simultan pada mahasiswa Sekolah Tinggi Ilmu Ekonomi (STIE) Sakti Alam Kerinci Sungai Penuh. Populasi dari penelitian ini adalah mahasiswa STIE Sakti Alam Kerinci. Teknik pengambilan sampel dalam penelitian ini dilakukan dengan cara mengunakan metode accidental sampling. Sampel yang digunakan dalam penelitian ini sebanyak 64 orang. Analisis data menggunakan regresi linear berganda dan koefisien determinasi. Metode pengambilan data mengunakan kuesioner. Teknik analisis data dalam penelitian ini adalah analisis regresi berganda. Hasil dalam penelitian ini adalah pengaruh kualitas produk dan citra merk berpengaruh positif dan signifikan terhadap keputusan pembelian Smarphone Samsung pada mahasiswa STIE Sakti Alam Kerinci Sungai Penuh.
Jurnal Ekonomi : Journal of Economic
Interest in Buying in companies in the field of electronics can be influenced by brand image and price where a good brand image can be used as a streght in attracting consumers and affordable product prices can increase the buying interest of consumers in the Samsung Company. From data analysis, There is partial influence between the brand image on the interest of buying with total effect 4,59% and Price on the interest of buying with total effect 62,65%. while simultaneous influence of brand image and price on buying interest with a determination coefficient of 67,2%. This purpose of this Research was to find out, explain, analyze the Brand Image and Price on the Interest in Buying Samsung brand Handphone in Online on E-Commerce in College Students of the Faculty of Economics and Business Class of 2017 University of Singaperbangsa Karawang. The sample was carried out by the incidential sampling with a sample 186 respondents. Computer programs Microsoft Excel 2010 and SPSS version 16.
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)
This study aims to analyze the effect of brand image and product quality on iPhone smartphone purchasing decisions among students at the University of Mataram. This type of research used in this research is associative with a quantitative approach. The sampling technique was determined by purposive sampling method with a total of 100 respondents. The data collection tools used a questionnaire and google form which had been tested for validity and reliability. The data analysis technique used is multiple linear regression. The results of this study indicate that: (1) There is a positive and significant influence of brand image variables on purchasing decisions, (2) There is a positive and significant influence on product quality variables on iPhone smartphone purchasing decisions among students at the University of Mataram
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Smartphones industry continues to grow rapidly encourage producers to launch their flagship products. Various strategies done by companies to be able to capture market share and retain consumers either by building a strong brand image. Oppo's strategy in building the brand image makes Oppo brand as a best quality smartphone. The aim of this research is to study and analyze how the image of the brand in the Oppo smartphone, how consumer purchasing decisions on oppo smartphone products, and how much influence of the brand image on product purchasing decisions of Oppo smartphone. This study uses quantitative methods with descriptive-causality research. The sampling technique used in this research is the Non-Probability sampling method with purposive sampling, with the number of respondents was 100 Telkom University students who use Oppo smartphone. Data analysis technique used is descriptive analysis and simple linear regression analysis. Based on the results of the research indica...
Jurnal Ilmu Administrasi Bisnis, 2013
The purpose at this research is to determine how much the influence of brand image, product design and features of the product Nokia to the purchasing decisions at Diponegoro Universit students, Semarang. Type of this research is eksplanatory research. A sample of 100 respondent was taken that consumers who use Nokia product and also a student of Diponegoro University, and it was taken by accidental sampling technique. Data analysis techniques using linier regression analysis and SPSS 20 version. The survey results revealed that significantly brand image has a positive effect which means any changes to our brand image will influence the purchasing decisions of Nokia products, this is indicated by the regression coefficient of 0.583. In addition, significantly product design has a positive effect, this is indicated by the regression coefficient of 0.484, and for product features significantly has positive influence on purchase decisions, this is indicated by the regression coefficient of 0,798. While simultaneously, brand image, design and product features has a positive influence on purchase decisions as indicated by the linear regression of brand image at 0.365, 0.108 for the product design and product features at 0.396.
Pengaruh Kesadaran Merek (Brand Awareness) Terhadap Keputusan Pembelian Handphone Samsung
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 2020
Abstrak Hingga saat ini, Samsung merupakan salah satu merek handphone terbesar di dunia dengan mengeluarkan ponsel cerdas yang menjadi pemenang dalam persaingan bursa pasar gawai. Penelitian ini dillakukan dengan tujuan, untuk mengetahui bagaimana hubungan kesadaran merek (brand awareness) dengan keputusan pembelian, dan mengetahui bagaimana pengaruh kesadaran merek (brand awareness) terhadap keputusan pembelian handphone Samsung. Variabel independen dalam penelitian ini adalah kesadaran merek (brand awareness), variabel dependennya adalah keputusan pembelian. Populasi dalam penelitian ini adalah mahasiswa IAI-N Laa Roiba , Bogor fakultas Syariah. Pengambilan sampel dilakukan menggunakan rumus Slovin, sehingga didapat jumlah sampel sebanyak 34 orang mahasiswa. Pengumpulan data menggunakan kuesioner dan observasi. Analisa data statistic menggunakan regresi linear sederhana, dengan pengujian hipotesis melalui uji t menggunakan program SPSS versi 25.Hasil penelitian ini menunjukkan ba...
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Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek terhadap proses keputusan pembelian Handphone Samsung pada Silsa Cell, Denis Cell, Bening Cell di ITC Kebon Kalapa Bandung. Dalam penelitian ini penulis menggunakan metode kuantitatif yang pada dasarnya ingin menguji kebenaran dari suatu hipotesis yang dilaksanakan melalui pengumpulan data guna memprediksi dan menjelaskan hubungan atau pengaruh dari suatu variabel terhadap variabel lainnya, dengan pendekatan penelitian deskriptif dan analisis verifikatif. Dengan menggunakan metode penelitian akan diketahui pengaruh yang signifikan variabel yang diteliti sehingga kesimpulan yang akan memperjelas mengenai objek yang diteliti, populasi dalam penelitian ini adalah konsumen handphone Samsung di Silsa Cell, Denis Cell dan Bening Cell di ITC Kebon Kalapa Bandung sebanyak 194 responden. Alat instrumen yang digunakan dalam penelitian ini adalah kuesioner dengan terlebih dahulu dilakukan uji validitas dan uji reali...
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This research aimed to know the Influence of product quality, price and brand image on the purchase desicion (case study for Samsung Android smartphone users in West Jakarta. This research using quantitative-descriptive approach. The research population is Samsung Android smartphone users in West Jakarta (infinity), because the amount of population not certainly known, so the calculation of the sample number used Hair method that have 120 respondents. Data retrieval done by spreading research questionenaire to respondents at research location. The data that already obtained was analyzed by Partial Least Square (PLS). The results of this research shows that product quality has positive and significant effect on the purchase decision of Samsung Android smartphone.The price has positive and significant effect on the purchase decision of Samsung Android smartphone. And brand image has positive and significant effect on the purchase decision of Samsung Android smartphone. Keywords : Prod...