Pengaruh Kualitas Dan Citra Merek Terhadap Keputusan Pembelian Hp Merek Vivo Y100
Studi Kasus Pada Mahasiswa/i STIE Bina Karya Tebing Tinggi
DOI:
https://doi.org/10.70021/mbp.v3i1.158Keywords:
Quality, Brand Image, Purchasing DecisionAbstract
This research was conducted with the aim of finding out how quality and brand image influence the decision to purchase the VIVO Y100 brand cellphone among STIE Bina Karya Tebing Tinggi students. The independent variables of the research are quality and brand image, while the dependent variable is purchasing decisions. The results of hypothesis testing using multiple regression analysis with two independent variables and one dependent variable show that: Quality has no influence on the decision to purchase a VIVO Y100 brand cellphone among STIE Bina Karya students, brand image influences the decision to purchase a VIVO Y100 brand cellphone among students. i STIE Bina Karya, quality and brand image together influence the decision to purchase the VIVO Y100 Brand HP among STIE Bina Karya students.
References
Kotler, Philip dan Armstrong, Gary. 2012. Prinsip-Prinsip Pemasaran. Edisi 13. Erlangga, Jakarta.
Roslina. 2010. Jurnal Bisnis dan Manajemen. Universitas Lampung, Lampung.
Schiffman, Leon & Kanuk, Leslie. 2010. Consumer Behavior. 10th Edition. Pearson, New Jersey.
Tjiptono, Fandy dan Chandra, Gregoris. 2011. Service, Quality and Satisfaction Edisi 3. Andi, Yogyakarta.
Tjiptono, Fandy. 2014. Pemasaran Jasa (Prinsip/Penerapan/Penelitian). Andi, Yogyakarta.
Rahayu, K., and Sarwoto. (2023) “Pengaruh Citra Merek Terhadap Keputusan Pembelian KFC Ramayana Dengan Kepercayaan Merek SebagaiVariabel Intervening (Studi Kasus Pada Pelanggan KFC Ramayana Di Kota Tebing Tinggi)”, Economic Development Progress, 2(2), pp. 22–31. Available at: https://journal.stie-binakarya.ac.id/index.php/edp/article/view/87/84 (Accessed: 4 June 2024).