The effects of price, quality, and brand image towards consumer purchasing decision on Samsung Smartphone in Surabaya

Sucipto, Hadi (2016) The effects of price, quality, and brand image towards consumer purchasing decision on Samsung Smartphone in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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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.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Price, quality, brand image, purchase decision, Samsung, Smartphones
Subjects: Business > Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 3606 not found.
Date Deposited: 30 Sep 2016 01:31
Last Modified: 30 Sep 2016 07:13
URI: http://repository.wima.ac.id/id/eprint/8692

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