Pengaruh Harga, Citra Merek, Kualitas Produk, Dan Word Of Mouth Terhadap Keputusan Pembelian Produk Smartphone Android
Daftar Isi:
- The purpose of this study was to determine the effect of the price, brand image, product quality, and word of mouth on android smartphone product purchasing decision. While the methods used in this study is the descriptive analysis, validity test with confirmatory factor analysis methods, reliability test with one shot method, classic assumption test (normality test, multicollinearity test, heteroskedasticity test, and autocorrelation test), multiple linear regression analysis, and hypothesis testing (t test, F test and coefficient of determination). Based on the results of analysis of the influence of price, product quality, and word of mouth on android smartphone product purchasing decision. Price, product quality, and word of mouth variable significally influence towards android smartphone product purchasing decision and brand image variable no significally influence towards android smartphone product purchasing decision. Keyword : Price, Brand Image, Product Quality, Word of Mouth and Purchasing Decision