Date: 20-09-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

PENGARUH HARGA, ATRIBUT PRODUK, CITRA MEREK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI KALANGAN MAHASISWA STIE MALANGKUCECWARA

Detail
Author Dianto Panca Gita
Category Manajemen Pemasaran

Abstract

This research is motivated by the number of good smartphone manufacturers that have a good image to the less well-known that issued smartphone products with various kinds of advantages both in terms of product attributes and prices so as to make consumers increasingly confused in determining the choice because of the easier search for information on a product. . The purpose of this study was to find the influence of prices, product attitudes, brand image and promotion of smartphone purchasing decisions among STIE Malangkuçeçwara students. The population of this study were STIE Malangkuçeçwara students totaling 1388 people with the technique of determining the sample with the Slovin formula with a sample of 94 people. Sampling by using rondom sampling. Data collection using questionnaires. The Analysis Method uses the Multiple Linear Regression Analysis method with F and t statistical test. The results of this study indicate that prices, product attributes, brand image and promotion simultaneously have a significant effect on purchasing decisions. Price and Brand Image have no partial effect.