Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Telepon Selular Merek Samsung pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Malikussaleh

Syamsul Bahri, Herlina Herlina

Abstract


The purpose of this study is to determine the effect of brand image and product quality on Samsung brand cell phone purchase decisions at the students of the Faculty of Economics, University of Malikussaleh. Accidental sampling method used in obtained data and using Slovin formula to determine the minimum size. The number of samples taken as many as 100 respondents and each respondent is given a questionnaire. to Based on the results of data analysis indicate that simultaneously variable of brand image and product quality have significant effect to cellular phone purchase decision. Partial test obtained that brand image variable have positive effect to decision of purchasing Samsung brand cellular phone while product quality does not influence tehadap purchase decision.

Keywords: Brand image, Product quality, Purchase decision.


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