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All Journal Jurnal Ilmiah Wahana Pendidikan
Michelle Bulan Paramitta
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Pengaruh Diferensiasi Produk dan Brand Equity Terhadap Keputusan Pembelian (Survei pada pengguna samsung galaxy A01 Core) Siska Widia Obaita; Michelle Bulan Paramitta; Reminta Lumban Batu
Jurnal Ilmiah Wahana Pendidikan Vol 9 No 4 (2023): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (374.901 KB) | DOI: 10.5281/zenodo.7684460

Abstract

The purpose of this study was to analyze the effect of product differentiation and brand equity on purchasing decisions. This analysis uses independent variables, namely product differentiation and brand equity. The dependent variable is the purchase decision. The research method used in this research is descriptive analysis method and verification. The population in this study were users of the Samsung Galaxy A01 Core, with a total sample of 100 respondents. The sampling technique used is simple random sampling. Data collection techniques used in this study are primary data and secondary data. This research was conducted with the help of the SPSS 22 For Windows application. The data analysis technique used is multiple linear regression analysis. The results of the study state that there is a simultaneous effect of product differentiation and brand equity on purchasing decisions.
Co-Authors Reminta Lumban Batu Siska Widia Obaita