PENGARUH MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN TELEPON SELULER MEREK SAMSUNG (Studi Kasus Mahasiswa Program Pasca Sarjana Universitas Surakarta)

Abstract

The purpose of this study was to determine the effect of brand variables and product quality on purchasing decisions of Samsung brand mobile phones. This research was conducted at the University of Surakarta. The population in this study were 60 postgraduate students at the University of Surakarta. Data taken in the form of a questionnaire for Brand variables (X1) and Product Quality (X2) and Purchase Decision variables (Y). The data analysis technique used is multiple linear regression. Based on the results of the study it can be concluded that: The brand partially significantly influences the purchasing decision of Samsung cellular phones, the product quality partially has a significant effect on the purchasing decisions of Samsung cellular phones, the brand and product quality simultaneously or together significantly influences the telephone purchasing decisions Samsung cellular brand.