Pengaruh Merek dan Harga Terhadap Keputusan Pembelian Smartphone Xiaomi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Medan Area

Abstract

The purpose of the study is to identify the effect of brand and price towardsof buying decision of Xiaomi smartphone on students of Economy and Bussiness Faculty in Medan Area University. The method used this study is the associate research which combining two variables or more. The study determines the population of the study are 55 respondents. Then, the study determines 55 participants as the sample size due to the total population is under 100 and utilize the surated sampling method. The outcome of the study is in line with statistical data analysis and indicators which are based on the validity and reliability. In multiple linear regression test, the brand variable (X1) indicates a regression coefficient as much as 0.449 with significance value 0.000 < 0.05. Then, the price variable (X2) shows the regression coefficient as much as 0.249 with significance value 0.021 < 0.05. Thus, both variables are significantly influencing buying decision (Y) in partial. Moreover, after conducting the t-test, brand show that tvalue (4,029) > ttable (1,674) and price shows that tvalue (2,386) > ttable (1,674). Furthermore, the F-test reveals that Fvalue (46,055) > Ftable (3.18) with significance values 0.000 < 0.05. Hence, it indicates that brand and price simultaneously have the significance and a positive impact towards the buying decision. The (R2) value is 0.625, it is indicates that as many 62,5% of buying decision is influenced by brand and price. The, a total 37,5 % might be contributed by other factors.