Pengaruh Citra Merk, Harga Dan Promosi terhadap Keputusan Pembelian Smartphone pada Counter Zombri Cell Muara Bulian

Abstract

The purpose of this study was to determine the effect of brand image, price and promotion on
smartphone purchasing decisions at the Muara Bulian Zombri Cell Counter. The study was
conducted quantitatively descriptive with the number of respondents as many as 68 people while
the analysis used was multiple regression, partial test (t test), Simultaneous test (f test), and
determination test (R2). The results showed that the independent variable that had the most
influence on smartphone purchasing decisions was the price variable (X2) with tcount (10,969)
then Promotion (X3) with tcount (8.973) and finally Brand Image (X1) with tcount (8.396). For
Fcount = 101.212 > Ftable = 2.69 This means that together Brand Image, Price and Promotion
affect consumer purchasing decisions. Meanwhile, seen from the coefficient of determination.
Brand Image, Price and Promotion affect smartphone purchase decisions at the Zombri Cell
Counter Muara Bulian by 73.4% and the remaining 26.6% is influenced by other factors not
examined in this study.