ANALISIS PENGARUH BRAND IMAGE DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE DENGAN KUALITAS PELAYANAN SEBAGAI VARIABEL MODERASI

Authors

  • Dwi Haryanto Suprayitno

Abstract

The purpose of this study was to analyze the significance of the influence of brand image, product attributes, and quality of service to mobile phone purchasing decisions Evercoss in Authorized Sales and Distributor Evercoss Solo. To analyze the effect of moderating the influence of service quality brand image and product attributes of the mobile phone purchasing decisions Evercoss in Authorized Sales and Distributor Evercoss Solo. In conclusion: Hypothesis 1 stated that: There is a significant influence on purchasing decisions brand image Evercoss mobile phones in the Authorized Sales and Distributor Evercoss Solo, unsubstantiated. Hypothesis 2 stated that: There is a significant influence on purchasing decisions product attributes Evercoss mobile phones in the Authorized Sales and Distributor Evercoss Solo, unsubstantiated. Hypothesis 3 which states that: There was a significant effect of service quality on the phone purchase decision Evercoss in Authorized Sales and Distributor Evercoss Solo. Hypothesis 4 which states that: The quality of service brand image moderating influence on purchasing decisions phone Evercoss in Authorized Sales and Distributor Evercoss Solo, not truth. Hypothesis 5, which states that: moderate the influence of service quality attributes of the product to the mobile phone purchasing decisions Evercoss in Authorized Sales and Distributor Evercoss Solo, not truth. Keywords: Brand Image, Product Attributes Quality Service, Mobile Buying Decision

Downloads

PlumX Metrics

Published

2015-08-25

Issue

Vol. 15 No. 2 (2015): Jurnal Ekonomi dan Kewirausahaan : Juny

Section

Artikel

License

Authors who publish this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors can separately make additional contractual arrangements for non-exclusive distribution published by the journal (e.g., publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are allowed and encouraged to send their work via online (e.g., in the institutional repositories or their website) after published by the journal.