PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SMARTPHONE IPHONE DI SAMARINDA

Egha 1 Rina Masithoh Yuyun Hadi Suprapto

Abstract


The aims of this research are: 1). To determine the effect of Word Of Mouth on purchasing decisions on iPhone smartphone products in Samarinda. 2). To determine the effect of Brand Image on purchasing decisions on iPhone smartphone products in Samarinda. 3). To find out the Word Of Mouth and Brand Image variables jointly influence purchasing decisions on iPhone smartphone products in Samarinda.

This type of research uses quantitative research. The sample in this study were 70 iPhone smartphone users using a purposive sampling technique. The data collection technique used is a questionnaire.

The results showed that Word of Mouth had a partially positive and significant effect on purchasing decisions on iphone smartphone products. Brand Image has a partially positive and significant effect on purchasing decisions on iPhone smartphone products. Word Of Mouth and Brand Image have a significant effect simultaneously on purchasing decisions on iphone smartphone products. Word Of Mouth and Brand Image can increase purchasing decisions on iPhone smartphone products.


Keywords


Word Of Mouth, Brand Image, and Purchase Decision

Full Text:

PDF

References


Ali Hasan. 2013. Marketing dan Kasus-kasus Pilihan. Yogyakarta, CAPS (Center

For Academic Publishing Service)

Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.

Ghozali. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, Imam. 2013. Aplikasi Anlisis Multivariate Dengan Program Spss. Semarang: Badan Penerbit Universitas Diponegoro.

Hasan, Iqbal Misabahudin. 2013. Analisis Data Penelitian Statistik. Jakarta: PT. Bumi Aksara.

Kotler, Philip and Kevin Lane Keller. 2016. Marketing Management. 15th Edition New Jersey: Pearson Education,Inc.

Priansa, D.J. 2017. Komunikasi Pemasaran Terpadu. Bandung: Pustaka SetiaSugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta




DOI: https://doi.org/10.31293/jma.v12i3.6956

Refbacks

  • There are currently no refbacks.