PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN PROMOSI TERHADAP PROSES KEPUTUSAN PEMBELIAN PRODUK HANDPHONE MEREK SAMSUNG GALAXY SERIES (Studi Kasus di Batang)

Abstract

The purpose of this research is to analyze the influence of each independent variable of brand image, price perception and promotion to decision process of purchase of Samsung Galaxy Series mobile phone product. The population in this study were all buyers of Samsung Galaxy Series in Batang District with 100 samples. Rxesearch data is processed by using SPSS Program 24 version. The result of the data show that all the indicators are valid and all the variables are reliable. Brand image variables have a positive and significant impact on Samsung Galaxy Series's purchasing decisions. While the variable of price perception and promotion variable have positive but not significant effect to the purchasing decision of Samsung Galaxy Series mobile phone. The ability of the three variables in explaining consumer decisions to buy Samsung Galaxy Series phones is only 6,2 percent, the rest is determined by other variables such as product quality, features and design.

Keywords: Brand Image, Price Perception, Promotion, and Purchase Decision.