Analisis Pengaruh Merek dan Negara Asal (Country Of Origin) Terhadap Keputusan Pembelian Handphone (Studi Kasus Pada Mahasiswa S1 Jurusan Ekonomi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta)

ABSTRACT The decision to buy a mobile phone can be influenced by many factors such as brand and country of origin. The object of this study is the undergraduate student of Economics and Management Department of Faculty of Economics and Business Muhammadiyah University of Surakarta. The purpose of this study is to determine the influence of brand and country of origin on mobile phone purchase decision. The population in this study is all students of the Department of Management Economics Faculty of Economics and Business University of Muhammadiyah Surakarta. The sample in this research is 50 respondents. Methods of data collection using interviews. Data analysis techniques use multiple linear regression. From the research result got brand and parent country variables partially and simultant have significant effect to mobile purchasing decision variable. The variable purchase decision of 54.6% mobile phone can be explained by brand and country of origin. Keywords: Brand, Country of Origin, Purchase Decision