Khasanah, Inda Uswatun (2023) Pengaruh Citra Merek, Desain, Dan Fitur Terhadap Keputusan Pembelian Pada Handphone Vivo (studi Kasus Pada Mahasiswa Manajemen Universitas Islam Riau). Other thesis, Universitas Islam Riau.

Text Inda Uswatun Khasanah.pdf - Submitted Version Restricted to Registered users only Download (8MB) | Request a copy

Abstract

This research was conducted with the aim of knowing the effect of brand image, design, and features on purchasing decisions for Vivo mobile phones in Riau Islamic University management students. The sampling technique in this study is to use the Lemeshow formula. In this case the researcher took 96 samples by distributing questionnaires to the respondents. The method used is descriptive analysis and Multiple Linear Regression Analysis. The results showed that (1) Simultaneously brand image, design, and features had a positive and significant effect on purchasing decisions, (2) Partially brand image had a positive and significant effect on purchasing decisions, (3) Partially design had a positive and significant effect on purchasing decisions and (4) Partially features have a positive and significant effect on purchasing decisions

Actions (login required)

View Item