ANALYSIS OF PRODUCT QUALITY, SALES PROMOTION, BRAND IMAGES, AND AFTER-SALES SERVICE TOWARDS SAMSUNG GADGET PURCHASE DECISIONS

  • Lina Safitriani Narotama University Surabaya
  • I Gedhe Arimbawa Narotama University Surabaya
  • Agus Baktiono Narotama University Surabaya
  • Elok Damayanti Narotama University Surabaya
Keywords: Product Quality, Brand Image, Sales Promotion, and After-Sales Service, Purchasing Decision

Abstract

This study aims to determine the effect of simultaneous and partial product quality, brand image, sales promotion and after-sales service on purchasing decisions of Samsung smartphones at the Discovery Mobile Store in Sidoarjo. This research used quantitative method. The population  and sample based on the questionnaire distribution to consumers who visited the Discovery Ponsel Store Sidoarjo, and were taken as 135 respondents. Data collection techniques used interviews, observation and questionnaires. The data analysis used reliability test, validity test, classic assumption test and multiple linear analysis test. The simultaneous and partial results of product quality, brand image, sales promotion and after-sales service have a significant effect on the purchase decision of Samsung smartphones at the Discovery Ponsel Sidoarjo Store because of the significance of <0.005.

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Published
2020-10-01
How to Cite
SafitrianiL., ArimbawaI. G., BaktionoA., & DamayantiE. (2020). ANALYSIS OF PRODUCT QUALITY, SALES PROMOTION, BRAND IMAGES, AND AFTER-SALES SERVICE TOWARDS SAMSUNG GADGET PURCHASE DECISIONS. JEEIT nternational ournal of lectrical ngineering and nformation echnology, 2(2), 1-9. https://doi.org/10.29138/ijeeit.v2i2.1152
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