THE INFLUENCE OF PRICES, ADVERTISING AND BRAND IMAGE ON PURCHASE DECISION ON ANDROID SAMSUNG GALAXY SERIES SMARTPHONE IN PADANG CITY (CASE STUDY : SAMSUNG CENTER PADANG)

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Published Apr 21, 2022

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Widarman Buulolo
Rina Asmeri
Tifani Ratu Firdaus

Abstract

This study discusses the influence of price, advertising, and brand image on purchasing decisions for Samsung Galaxy Series Android smartphones in Padang City (Samsung Center Padang Case Study). Data processing in this research is using multiple regression model. The source of data in this study is primary data obtained directly from research respondents through questionnaires distributed. The sample taken in this study used the Non Probability Sampling technique. The sample in this study were 80 people.


The results of the analysis of this study indicate that the price variable has a positive effect on the purchase decision of the Samsung Galaxy Series Android Smartphone in the city of Padang with a significance value of 0.008. The advertising variable has a positive effect on the Purchase Decision of the Samsung Galaxy Series Android Smartphone in Padang City (0.027 < 0.05). The Brand Image variable has a positive effect on the Purchase Decision of the Samsung Galaxy Series Android Smartphone in Padang City, the significance value of (0.000 < 0.05). Price, Advertising, and Brand Image variables have a simultaneous effect on the Purchase Decision of the Samsung Galaxy Series Android Smartphone in Padang City with a significance value of 0.000 which means 0.000 <0.05.

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How to Cite
Buulolo, W., Asmeri, R., & Ratu Firdaus, T. (2022). THE INFLUENCE OF PRICES, ADVERTISING AND BRAND IMAGE ON PURCHASE DECISION ON ANDROID SAMSUNG GALAXY SERIES SMARTPHONE IN PADANG CITY (CASE STUDY : SAMSUNG CENTER PADANG). INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION, 1000-1013. Retrieved from https://ejurnal.unespadang.ac.id/index.php/ICGE/article/view/182
Issue
INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION IX
Section
ECONOMICS, MANAGEMENT, AND ACCOUNTING (ICGE IX)
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