Pengaruh Atribut Produk Dan Harga Terhadap Keputusan Pembelian Smartphone Samsung Kelas Menengah Di Kota Bandung

Risyad Ibrahim, Maya Ariyanti, Sumrahadi Sumrahadi

Abstract

The purpose of this research is to find out the influences product attributes and price smartphone Samsung mid-end class to users in Bandung and want to find out how much influence attributes product and price smartphone Samsung mid-end class affects purchase decision. The research using quantitative method. The population in this study is unknown but the samples are 385 respondents. This research using Multiple regression analysis. The results showed that attributes product and price has a positive influence towards the purchase decision of smartphone Samsung mid-end class in Bandung with proven by the results of analysis F-test and t-test, and the results of the R square shows that attributes product and price effect of 19.4% against the purchase decision of smartphone Samsung mid-end class in Bandung. Keywords : Attributes product, Price, Purchase Decision, Quantitative, Multiple Regression

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