Pengaruh Brand Image terhadap Keputusan Pembelian pada Smarthphone Samsung Galaxy A51 di Kecamatan Muara Bulian Kabupaten Batang Hari

Science of Management and Students Research Journal (SMS) Pub Date : 2022-06-09 DOI:10.33087/sms.v3i1.106

Desi Trimeria Naibaho

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Abstract

Samsung took the top spot from the report of 26.9% of market research firm IDC and report of market research firm Counterpoint. However, according to a report by market research firm Canalys, Samsung came in second. Samsung's smartphone sales in the last five years were 0.47%. Samsung has offered various types to the Indonesian market share, so that the Samsung Galaxy A51 is included in the top 5 best-selling smartphones in Indonesia based on a report by market research firm Omdia and Canalys at the end of 2020 in second place with sales of 11.4 million units. The purpose of this study was to determine the effect of brand image on purchasing decisions in Muara Bulian sub-district, Batanghari district. Brand image indicators include brand performance, brand social image, value received by consumers, consumer confidence in the brand, personal feelings towards the brand. While the indicators on purchasing decisions are the dimensions of quality and services, sales activities, after-sales service, company values. This study uses Primary and Secondary Data obtained from the results of distributing questionnaires to the people of Bulian District, Batanghari Regency who use the Samsung Galaxy A51 smartphone. And the data were analyzed by simple linear regression method. Samsung Galaxy A51 is a Galaxy series launched by PT. Samsung Electronics in December 2019. From the results of Simple Linear Regression with SPSS 20, the equation Y = 1.729 + 0.512X is obtained where the equation shows a positive influence between brand image on consumer purchasing decisions in Muara Bulian sub-district, Batanghari district, as evidenced by the regression coefficient which has an equation of 0.613. And the influence of brand image is 37.6% with the remaining 62.4% caused by other factors that are not researched that can influence purchasing decisions of the people of Muara Bulian sub-district, Batanghari district.

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市场调查公司IDC和市场调查公司Counterpoint的调查结果显示，三星电子的占有率为26.9%。然而，根据市场研究公司Canalys的一份报告，三星排名第二。三星过去五年的智能手机销量占比为0.47%。根据市场调查公司Omdia和Canalys的报告，三星电子的Galaxy A51以1140万部的销量排在印度尼西亚智能手机的前5位，占据了第二位。本研究的目的是确定品牌形象对巴丹哈里区Muara Bulian街道购买决策的影响。品牌形象指标包括品牌业绩、品牌社会形象、消费者所接受的价值、消费者对品牌的信心、个人对品牌的感受。而采购决策的指标是质量和服务、销售活动、售后服务、公司价值观等维度。本研究使用的Primary和Secondary数据来自于向Batanghari Regency Bulian区使用三星Galaxy A51智能手机的人们分发问卷的结果。采用简单线性回归方法对数据进行分析。三星Galaxy A51是三星电子于2019年12月推出的Galaxy系列。用SPSS 20进行简单线性回归的结果得到方程Y = 1.729 + 0.512X，其中方程表明品牌形象对巴丹加里区Muara Bulian街道消费者的购买决策有正向影响，回归系数为0.613。其中品牌形象的影响占37.6%，其余62.4%是其他未研究的影响巴丹哈里区Muara Bulian街道居民购买决策的因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Science of Management and Students Research Journal (SMS)

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