PENGARUH BRAND IMAGE, PRICE DAN PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA MAHASISWA DI JAKARTA

DEVI SUTYAWAN, The Effect of Brand Image, Price, Product Quality on the Purchase Decision of Samsung Smartphones to Students in Jakarta. This research was conducted in Jakarta, for 6 months from August to January 2020. The purpose of this study was to determine the Effect of Brand Image, Price, Product Quality on Purchasing Decisions of Samsung Smartphones to Students in Jakarta. The research method that researchers used was the survey method. , the population used is all students in Jakarta. The sampling technique used was Purposive sampling technique of 226 people. The resulting regression equation is Y = 23,583 + 0,492 X1 + 0,313 X2 + 0,392 X3. Test requirements analysis is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level. Y is valued at 0.060. Because the significance level of the three variables> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Test the linearity of Y over X1, Y over X2 and Y over X3 produces a significance value in Linearity, which is 0,000 <0, 05, so it is concluded that has a linear relationship. From the test of the significance of regression Y on X1, X2.and X3 produces Fcount> Ftable, which is 32.046> Ftable value = 3.037, so it can be concluded that the regression equation is significant. Next, a t test was carried out and yielded Y over X1 count = 4,517 ttable = 1,652, Y over X2 tcount = 6,790 and ttable = 1,652, and Y over X3 tcount = 4,908 ttable = 1,652. The coefficient of determination of Y for X1, X2, X3 obtained by 0.347 which indicates that 30.2% of the purchase decision variable is determined by brand image, price and product quality. Meanwhile, the remaining 69.8% is influenced by other factors. Keyword : Purchase Decision, Price, Product Qualit