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PENGARUH KEUNGGULAN PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG JENIS ANDROID (STUDI KASUS MAHASIWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS INDRALAYA, PERIODE 2018-2019)
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Institusion
Universitas Sriwijaya
Author
BAGUS WICAKSONO (STUDENT ID : 01121001037)
Nazaruddin, Ahmad
Welly Nailis (LECTURER ID : 0010077404)
Subject
T325 Trademarks 
Datestamp
2019-10-15 08:47:24 
Abstract :
This study aims to analyze and determine the effect of product superiority and brand image on the purchasing decisions of Samsung smartphones of Android type. Respondents in this study were 100 respondents who had used Samsung smartphones of Android type for at least the last 6 months. The data analysis technique uses multiple regression analysis. The results of the study show that product excellence consists of performance; features; conformance; durability and brand image consisting of the image of the maker, user image and product image partially and simultaneously have a positive and significant effect on the purchase decision of the Samsung Smartphone type of Android. Based on the value of the coefficient of determination (rsquare) of 0.546 indicates that the purchasing decision in buying and using a Samsung Smartphone type Android by the attribute variable studied was 54.6, the remaining 45.4% was influenced by other variables. On the other hand, the most dominant variable on customer satisfaction is Brand Image. 
Institution Info

Universitas Sriwijaya