Analisis Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Keputusan Pembelian Handphone Merek Samsung (Studi Pada Mahasiswa Universitas Muhammadiyah Surakarta)

This research was conducted on students of Muhammadiyah University of Surakarta. Sample size taken as many as 100 students of Muhammadiyah University of Surakarta. Sampling using the Quota sampling method due to a certain amount (quota) with certain characteristics on the purchase of samsung brand mobile phones and more simple because the sampling of the population is done randomly without taking into account the strata in the population. To know how influence between variable of product quality, brand image and price to purchasing decision hence used multiple linear regression analysis, F-test and t test is used to know significance of relationship between product quality variable, brand image, and price to purchasing decision either Simultaneously or partially. The results showed that product quality positively affect the purchasing decision of Samsung brand mobile phone at the students of Muhammadiyah University of Surakarta. Secondly, the brand image has a positive effect on the purchasing decision of Samsung brand handphhone at the students of Muhammadiyah University of Surakarta. Third, the price has a positive effect on the purchasing decision of Samsung brand mobile phone at the students of Muhammadiyah University of Surakarta