PENGARUH CITRA MEREK DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG BERBASIS ANDROID DI KOTA BOGOR
DOI:
https://doi.org/10.30997/jvs.v1i2.577Abstract
This study aims to determine the effect of brand image and product attributes on purchasing decisions based Samsung android smartphone in Bogor. The sample in this study are based Samsung android smartphone users in Bogor with a sample of 100 respondents. The technique of multiple regression analysis, multiple correlation analysis, analysis of determination coefficient and hypothesis test using simultaneous F test and t test partially. Results showed that simultaneous brand image and product attributes affect the purchasing decisions in the city of Bogor. Partially, brand image and product attributes affect the purchasing decisions in the city of Bogor. The predictive capacity of these variables to-two on purchasing decisions by 53.5%. As it is shown the amount of R square of 53.5%, while the remaining 46.5% is influenced by other factors not included in this study.
Keywords: Brand image, product attributes and Purchase Decision
References
A, Shimp, Terence (2003). Periklanan Promosi & Aspek Tambahan Komunikasi Pemasaran Terpadu, Jilid I ( edisi 5), Jakarta. Erlangga.
Durianto Darmadi, Sugiarto dan Lie Joko Budiman, 2001. Brand Equity Ten – Strategi Memimpin Pasar. Jakarta. PT. Gramedia Pustaka Utama.
Gary B, S., Thomas J, C., & Misty E, V, 2007. Discovering Computers : Fundamentals, 3thed. (Terjemahan) Jakarta. Salemba Infotek.
Husein, Umar. 2004. Metode Penelitian untuk Skripsi dan Tesis Bisnis. Cetakan ke-6. Jakarta. PT Raja Grafindo Persada.
Kahle, L. R. & Kim, CH. 2006. Creating Images and the Psychology of Marketing Communication. New Jersey: LEA.
Keller, K. L. 2003. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Pearson Education, Inc.
Kotler, Gary Armstrong, 2008. Prinsip-Prinsip Pemasaran. Penerjemah Bob Sabrana, Jakarta. Erlangga.
Kotler, Philip, 2000. Marketing Management. The Millennium Edition, New Jersey. Prentice Hall International Edition.
,2002. Manajemen Pemasaran. Jilid 2. PT. Prenhalindo, Jakarta
Nugroho, Bhuono Agung, 2005, Strategi Jitu Memilih Metode Statistik Penelitian dengan SPSS, Yogyakarta. Andi.
Paulin et al, 2005. Service Climate and Organisational Commitment : The Importance of Customer Linkages. Jurnal of Business Research,59, pp. 906-915.
Priyatno, Duwi, 2011. Buku Saku SPSS. Cetakan Pertama. Yogyakarta. Mediakom.
Rangkuti, Freddy, 2009. Strategi Promosi yang Kreatif & Analisis kasus, Integreted Marketing Communication. Jakarta. PT. Gramedia Pustaka Utama.
Ridwan dan Akdom, 2007. Rumusm dan Data-Data Analisis Statistik. Cetak Kedua. Bandung. Penerbit Alfabeta.
Schiffman, Leon dan Leslie Lazar Kanuk, 2004. Perilaku Konsumen, Edisi Ketujuh. Jakarta. PT. Indeks,
Sinamo, Jansen, 2005. Delapan Etos Kerja Prefesional : Navigator Anda Menuju Sukses. Bogor. Grafika Mardi Yuana.
Simamora, Bilson, 2004. Panduan Riset Perilaku Konsumen. Jakarta. PT. Gramedia Pustaka Utama.
Sugiyono, 2010. Metode penelitian Kuantitatif Kualitatif dan R&D. Bandung. Penerbit ALFABETA.
Umar, Husein, 2002. Metode Riset Bisnis. Jakarta. PT.Gramedia Pustaka Utama.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with Jurnal Visionida agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in Jurnal Visionida.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in Jurnal Visionida.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work