PENGARUH KUALITAS PRODUK DAN CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (STUDI PADA MAHASISWA STIE SAKTI ALAM KERINCI)



Intan Sherlin(1*)

(1) Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci
(*) Corresponding Author

Abstract


influence of product quality and brand image towards purchasing decisions among the college students of Sakti Alam Kerinci School of Economics Sungai Penuh, both partially and simultaneously. This research used quantitative method since researcher willing to determine the measurement of X and Y variable. Populations in this study are 64 students of STIE Sakti Alam Kerinci Sungai Penuh. The sampling technique used is accidental sampling while data analysis techniques is using multiple regresion analysis and coefficient of determination analysis. Questionnaires were used as a tool in data collection method. Our findings show that all hypothesis were proved to be significant where the quality of product and brand image have a positive and significant influence towards purchasing decisions. It implies that quality of product and brand image played as important roles with significant influence (partially or simultaneously) in developing buyer’s purchasing decisions among students of STIE Sakti Alam Kerinci.Keyword: quality of product, brand image, purchasing decisions

Keywords


quality of product; brand image; purchasing decisions

Full Text:

PDF INDONESIA

References


Aaker, Joachimstahler, 2000. Prinsip Pemasaran. Alih Bahasa Drs. Yohanes Lamarto MBA, MSM, Jilid 1. Edisi Ketujuh. Erlangga : Jakarta.

Frank, Jefkin. 1987. Prinsip Pemasaran. Alih Bahasa Drs. Yohanes Lamarto MBA, MSM, Jilid 1. Edisi Ketujuh. Erlangga : Jakarta.

Garvin, Sofian , 2004. Manajemen Pemasaran. PT Rajagrafindo Persada, Jakarta.

Henggelson, Suphelen. 2004. Manajemen Pemasaran. Alih Bahasa: Hendra Teguh, Ronny A. Rusli dan Benyamin Molan. Edisi Millenium 2. Jakarta: Prenhallindo.

Hermawan Kartajaya. 2005. Marketing.Bandung: Mizan Pustaka.

Komaruddin, Sastradipoera. 2003. Perilaku Konsumen.Jakarta: Binarupa Aksara.

Kotler, Phillip dan Susanto. 1999. Prinsip-Prinsip Pemasaran, jilid 2, edisi ke-8, Penerbit Erlangga, Jakarta

Kotler Phillip, 2006. Marketing Management Analysis, Planning, Implementation and Control, Terjemahan Anita Ancelawati, Manajemen Pemasaran Analisis, Perencanaan, Implementasi dan Pengendalian. PHI salemba Raya, Jakarta.

Kotler Phillip, Keller, 2007. Manajemen Pemasaran. CV Yrama Widya, Bandung.

Keller Kevin Lane, 2001. Marketing Management, Terjemahan Bob Sabran, Manajemen Pemasaran. Erlangga, Jakarta.

Kotler, Philip dan Gary Armstrong. 1999. Prinsip-prinsip Pemasaran, Jilid 1Edisi dua belas. Jakarta: Erlangga.

Kotler, Philip dan Gary Armstrong. 2001. Marketing. Jakarta: Penerbit PT Gramedia Pustaka Utama.

Prasetijo, Ristiyanti. 2005. Perilaku Konsumen. Penerbit Andi : Yogyakarta

Sugiyono. 2006. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta

Setiadi. 2003. Pemasaran dan Perilaku Konsumen. Mandar Maju : Bandung

Tjiptono, Chandra dan D. Adriana. 2006. Pemasaran Strategik.Yogyakarta: Andi

Wilson, Arafat. 2006. Keputusan Pembelian Konsumen. Erlangga.Jakarta


Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 Intan Sherlin

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published by LLDIKTI Wilayah X

Khatib Sulaiman Street Padang
West Sumatera, Indonesia
Phone: +62751705637
Fax: +62751705637
Email: [email protected]

E ISSN 2477-7862