Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Smartphone Samsung di Medan

Abstract

The development of means of communication in Indonesia is relatively well and good dynamic for local products and international products. In addition, the level of competition in a variety of products as well as public attitudes that influence in selecting and deciding to buy a communication tool that suits your taste by advances in technology have led the company to further improve product quality and good name of the product to be marketed. One product communication tools that lately stole the attention of the public is a mobile phone / smartphone Samsung brand. The problem studied in this research is how the influence of product quality and brand image on purchase decisions either partially or simultaneously. The purpose of this study was to analyze the effect of partial and simultaneous product quality and brand image of the purchase decision process. This study uses associative method using a quantitative approach which aims to analyze the problems of the relationship of a variable with another variable. Population in this research is the active college student of FISIP USU with a sample of 83 students are students of business administration by using a non-probability sampling techniques. Data collection questionnaire, methods of analysis, test instrument (validity and reliability test), the classic assumption test and multiple regression analysis using SPSS 16.0 for Windows. The results of this study with simultaneous regression analysis showed that there is influence between product quality and brand image of the purchase decision process, which means if the quality of the product and brand image increases the purchasing decision process will increase. However, the partial image of the brand showed no influence on the purchase decision process so that in this study concluded that the partial image of the brand is only as factors supporting consumer buying decision process.