THE EFFECT OF BRAND IMAGE AND PRODUCT PRICE TOWARDS PURCHASING DECISION OF SAMSUNG SMARTPHONE IN BANDUNG (Study in Dukomsel Dago Bandung)

REZZA PRADANA PUTRA

Informasi Umum

Kode

17.04.3325

Klasifikasi

658.403 - Decision Making Management

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Marketing, Decision Making Management,

Dilihat

57 kali

Informasi Lainnya

Abstraksi

This research is concerning about the effect of brand image and product price towards the purchasing decision of consumers of Samsung smartphones. The aim of this research are, to know how much the brand image and product price take effect to the customer's purchasing decision in order to purchase Samsung smartphones, and to know which one of the two variables is dominant. Data was collected by questionnaire on 100 customers and documentation through books, journals and other sources related to the topic. The result shows that coefficient of determination (adjusted R square) was 47,4% and the rest 52,6% were affected by other variables which were not mentioned in this research. The T test shows that both brand image and product price are affecting the purchasing decision. Thus, result of this analysis suggests that Samsung has to be specified the target market, because it reflects on the consumer’s evaluation before buying Samsung purchasing decision