Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian VIVO Smartphone Pada Mahasiswa Fisipol UIR

Andelina, Damai Uli (2022) Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian VIVO Smartphone Pada Mahasiswa Fisipol UIR. Other thesis, Universitas Islam Riau.

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Abstract

Basically, the author conducted this research to find out how the influence of brand image on Vivo Smartphone purchase decisions on Fisipol UIR students. In this study, the authors use a descriptive survey research type where the researcher collects data by analyzing and describing or describing the data by observing directly at the research site. The sampling technique used in this research is purposive sampling, namely the technique of determining the sample with certain considerations. The types and sources of data used are primary data and secondary data. Data collection techniques used are questionnaires, observation and documentation. In this study the authors took a sample of 97 respondents. The results of the research found descriptively the percentage of each research variable that had been determined, where the brand image variable was found to be in the agree category with a percentage of 69% and the purchasing decision variable was in the agree category with a percentage of 67%. Validity and reliability test which aims to determine the validity and reliability of all questionnaire questions and t-test to determine the level of significance of one variable on another variable. With the results of r arithmetic greater than the r table that is 10,093 > 1,681 so that the X variable is significant to the Y variable.

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