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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Ilmiah Wahana Pendidikan Journal of Management and Digital Business Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Hidrografi Indonesia
Amron Amron, Amron
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Journal : Jurnal Maneksi (Management Ekonomi Dan Akuntansi)

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Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Samsung Di Kota Semarang AisNandi, Gusti; Amron, Amron
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 13 No. 2 (2024): JUNI
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v13i2.2358

Abstract

This study aimed to analyze the influence of brand image, price, and product quality on the purchase decision of Samsung smartphones in Semarang City. A quantitative approach was employed, involving 100 respondents who were Samsung smartphone users residing in Semarang. Data were collected through questionnaires and analyzed using classical assumption tests and multiple linear regression analysis. The results revealed that brand image, price, and product quality positively and significantly influenced the purchase decision of Samsung smartphones. This implies that the better the brand image, the more affordable the price, and the higher the product quality, the more it will increase consumer purchase decisions toward Samsung smartphones in Semarang. This research provides practical implications for companies to continuously build a positive brand image, set competitive prices, and improve product quality to attract consumer purchase interest.
Co-Authors Aditama, Yogi Sofiyan Chaesa AisNandi, Gusti Aurellia, Gita Gentio Harsono Puspitasari, Dyah C. Tusanputri, Alyasinta Viela Wiranto, Hardiy