PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE SAMSUNG GALAXY SERIES PADA MAHASISWA JURUSAN....

Abstract

This research was intended to provide a little of answers of the causes of the high rate of market share of the OS Android and the objects of the research were the smartphone products of Samsung Galaxy Series in Indonesia by examining the effect of brand image and advertising appeals on buying decisions on this product. The samples in this research were 48 people who were students of Business Administration Study Program, Faculty of Social and Political Sciences, University of Jember, by using sample saturation from all the population which were taken as data sources. In the stage of analysis were This research was intended to provide a little of answers of the causes of the high rate of market share of the OS Android and the objects of the research were the smartphone products of Samsung Galaxy Series in Indonesia by examining the effect of brand image and advertising appeals on buying decisions on this product. The samples in this research were 48 people who were students of Business Administration Study Program, Faculty of Social and Political Sciences, University of Jember, by using sample saturation from all the population which were taken as data sources. In the stage of analysis were conducted validity test, reliability test, simple linear regression test, t test, and coefficient test of determination by using SPSS software for Windows version 16; the results showed that brand image had a positive and significant effect on buying decision by 27.7%.