THE INFLUENCE OF ADVERTISEMENT, PERCEIVED PRICE, AND BRAND IMAGE ON CONSUMER BUYING DECISION TO ASUS MOBILE PHONE
ABSTRACT: Buying decision is
the stage in which consumers make the decision or take an action whether to
purchase a certain product or not. The purpose of this research is to analyze
the simultaneous and partial effect of Advertising, Perceived Price and Brand
Images on Consumer Buying Decision. The populations of this research are people
who use ASUS smartphone with the sample size as many as 40 respondents. This
research uses quantitative analyze by questionnaires and the Multiple
Regression Analysis. The result shows that Advertising, Perceived Price and
Brand Image have significant effect on consumer buying decision, both simultaneously
and partially effect. ASUS mobile phone management should pay more attention to
Advertisement that is made and the Price of product so that consumers will
still be interested buying the mobile phone.
Author: Archi C. Ruslim,
Ferdinand J. Tumewu
Journal Code: jpmanajemengg150077
