Daya Tarik Keputusan Pembelian Smartphone Samsung

The study aims to analyze the influence of brand image and price on Samsung smartphone purchasing decisions. The population and samples in this study were students of Muhammadiyah University of Surakarta who had purchased Samsung smartphones and the number of respondents as samples in this study as many as 106 respondents. The data source used in this study is primary data. Data collection method using questionnaire. Analyze the data using the SPSS 25 method. The results of the analysis in this study showed that brand image has a significant effect on purchasing decisions, the price has a significant effect on purchasing decisions