PENGARUH CITRA MEREK, HARGA DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO PADA MAHASISWA DI JAKARTA

AMMAR KHAN ALFARROS, The Impact of Brand Image, Price and After Sales Towards Purchase Decision Smartphone Vivo on Student in Jakarta. The purpose of this study is to determine the correlation between brand image, price and after sales toward purchase decisions smartphone Vivo on student in Jakarta. This research was conducted at the, Jakarta for 6 months starting from January to June 2020. The research method used is survey method with the correlation approach, population used are colege student in Jakarta, have used or buying smartphone Vivo in last 6 (six) months. The sampling technique used technique of purposive sampling as many as 150 people. The resulting regression equation is Y = 3,670 + 0.336 X1 +0.429 X2 + 0.359 X3. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smirnov test with significance level (α) = 5% or 0,05 estimates significance to 0,200. Because the significance level is > 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Testing linearity of regression Y on X1, Y on X2 and Y on X3 yields a significance value on Linearity that is 0,000 < 0.05, so it is concluded that it has a linear relationship. Then performed the test significance correlation coefficient using t test and the resulting Y on X1 thitung = 3.746 and ttable = 1.65536, Y on X2 thitung = 5,147 and ttable = 1.65536 and Y on X3 thitung = 4,312 and ttable = 1.65536. The value of correlation coefficient between variable of brand image variable (X1) to the purchase decision (Y) equal to 0.336, price (X2) to the purchase decision (Y) equal to 0.429 and the value of the balance coefficient between after sales variable (X3) to the purchase decision (Y) equal to 0.359. So, there is a positive and significant relationship between brand image and purchasing decisions, as well as a positive and significant relationship between price and purchasing decisions and there is a positive and significant relationship between after sales and purchasing decisions. Thus, it can conclude a positive and significant relationship between brand image, price and after sales with purchasing decisions. The coefficient of determination Y on X1, X2 and X3 obtained by 0.444 indicating that 44.4% variable purchase decision is determined by the brand image, price and after sales. Meanwhile, the remaining 55.6% is influenced by other factors. Keyword: Purchase Decision, Brand Image, Price, After Sale