PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE

E-Jurnal Manajemen Universitas Udayana Pub Date : 2022-11-30 DOI:10.24843/ejmunud.2022.v11.i11.p06

Ni Made Yuyun Cahyani, Ni Made Asti Aksari

{"title":"PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE","authors":"Ni Made Yuyun Cahyani, Ni Made Asti Aksari","doi":"10.24843/ejmunud.2022.v11.i11.p06","DOIUrl":null,"url":null,"abstract":"Brand image is an important factor in the smartphone business. Brand image is consumer’s assessment of a brand based on their interaction with the brand. In today’s technological development era, the role of smartphones in people's lives is becoming more important. This study aims to determine the effect of brand image, price, and promotion on the purchasing decisions of smartphones. The number of sample used in this study is 120 respondents who live in Denpasar and uses iPhone. The number of samples was determined by using purposive sampling technique. Data was collected by distributing google form questionnaires and analysed using multiple linear regression. The result of this study shows that brand image, price, and promotion have a positive and significant effect on purchasing decisions. Based on the study findings, in order to influence consumer’s purchasing decisions, iPhone marketers should maintain a good image of the brand, determine appropriate prices, and carry out interesting promotional activities to market iPhone products. Keywords: brand image; price; purchase decision; promotion","PeriodicalId":167438,"journal":{"name":"E-Jurnal Manajemen Universitas Udayana","volume":"25 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"E-Jurnal Manajemen Universitas Udayana","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24843/ejmunud.2022.v11.i11.p06","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

Brand image is an important factor in the smartphone business. Brand image is consumer’s assessment of a brand based on their interaction with the brand. In today’s technological development era, the role of smartphones in people's lives is becoming more important. This study aims to determine the effect of brand image, price, and promotion on the purchasing decisions of smartphones. The number of sample used in this study is 120 respondents who live in Denpasar and uses iPhone. The number of samples was determined by using purposive sampling technique. Data was collected by distributing google form questionnaires and analysed using multiple linear regression. The result of this study shows that brand image, price, and promotion have a positive and significant effect on purchasing decisions. Based on the study findings, in order to influence consumer’s purchasing decisions, iPhone marketers should maintain a good image of the brand, determine appropriate prices, and carry out interesting promotional activities to market iPhone products. Keywords: brand image; price; purchase decision; promotion

查看原文本刊更多论文

品牌形象、价格和促销对智能手机购买决策的影响

品牌形象是智能手机行业的一个重要因素。品牌形象是消费者在与品牌互动的基础上对品牌的评价。在当今科技发展的时代，智能手机在人们生活中的作用越来越重要。本研究旨在确定品牌形象、价格和促销对智能手机购买决策的影响。本研究使用的样本数量为120名受访者，他们居住在登巴萨，使用iPhone。采用目的抽样技术确定样本数量。采用问卷调查的方式收集数据，采用多元线性回归进行分析。本研究结果显示，品牌形象、价格和促销对购买决策有显著的正向影响。根据研究结果，为了影响消费者的购买决策，iPhone营销人员应该保持良好的品牌形象，确定合适的价格，并开展有趣的促销活动来营销iPhone产品。关键词:品牌形象;价格;购买决策;促销活动

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

E-Jurnal Manajemen Universitas Udayana

自引率

0.00%

发文量