Pengaruh Citra Merek dan Kualitas ProdukTerhadap Keputusan Pembelian Handphone Merek Samsung Jenis android pada Program studi Manajemen Universitas Medan Area

Abstract

This research is intended to know the effect of Brand Award and product quality Against Samsung Mobile Brand Decision in University Medan Area Management Students. This type of research is associative that is a research which is the relationship between two variables Population in this research is all management of stambuk 2014-2015 University of Medan Area requiring 260 people. And with the slovin formula, then the number of samples in this study required 72 people, namely stambuk management students 2014-2015 University Area Medan. Based on t test results can be seen. t count on variables. Based on that then. And t value of product quality count equal to 3,709 bigger than t table equal to 1,666 with sig 0.000 level smaller than limit of significance equal to 0,005 hence variable of product quality partially have positive and significant influence to variable purchasing decision. Based on the result of F test, the result of Fcount of 48.301 is bigger than Ftable of 3.12 with sig 0,000 < 0,05, indicating Ho is rejected and Ha accepted, means the brand image and product quality simultaneously and significantly to the purchase decision variable. Asjusted R Square obtained for 0,570. To see the great influence of independent variables on dependent variable by calculating the determination of things (KD) = R2 x 100%, thus yielding KD = 57%. The figure shows 57% purchase decisions (variable bound) can be explained by the brand image of product quality. The remaining 33% is owned by other factors not in this study.