ANALISIS PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPERCAYAAN PELANGGAN SEBAGAI INTERVENING (Studi Pada Mahasiswa Undip Pengguna Smartphone Sony)
Abstract: Competition in an
increasingly competitive smartphone industry resulted in a decrease in market
share occurred at Sony smartphones in the period 2013-2014. This study aims to
investigate the influence of brand image and product quality on purchasing
decisions by customers trust Sony smartphone.
The total sample of 100 respondents Sony smartphone users on student
Undip. Data obtained from questions by using a questionnaire consisting of
closed and open questions. Answer of respondents were analyzed with two-stage
regression analysis tools SPSS (Statistical Package for Social Science).
Based on the analysis conducted that the brand image and product quality
positive effect on customer trust with a regression coefficient Y1= 0,343 X1+
0,429 X2. While customer trust positive effect on purchasing decisions with a
regression coefficient Y2 = 0,559 Y1.
Penulis: Angga Luthfy Al Ijie,
Suryono Budi Santosa
Kode Jurnal: jpakuntansidd150666
