PENGARUH INOVASI PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE MEREK SAMSUNG DENGAN BRAND IMAGE SEBAGAI VARIABEL MODERASI (Survei pada Mahasiswa Fakultas Ekonomi UNISRI Surakarta)
Abstract
Samsung company is now a producer of Android phones in the world. To meet the
needs of its customers, the Company Samsung has always product updates by generating
new products and constantly innovate products and improve product quality to better
direction. The purpose of this study was to analyze the significance of the influence of
product innovation, product quality and brand image of Samsung brand mobile phone
purchasing decisions on the Faculty of Economics, University of Slamet Riyadi
Surakarta. Analyzing the moderating effects of brand image on the influence of product
innovation and product quality to the purchasing decision brand mobile phone Samsung
at Faculty of Economics, University of Slamet Riyadi Surakarta. This study uses survey
method, the type of data used quantitative and qualitative data, the data source used
primary data and secondary data. The population in this study were all students of the
Faculty of Economics University of Slamet Riyadi Surakarta. The number of samples in
this study were 100 students, the sampling technique uses accidental sampling. Data
collection methods are used: questionnaires and documentation. Data analysis
technique used to test the validity, reliability test, classic assumption test and multiple
linear regression analysis, t-test, F, coefficient determination and test the absolute
difference. In conclusion: There was a significant effect of product innovation, product
quality and brand image of Samsung brand mobile phone purchasing decisions on the
Faculty of Economics, University of Slamet Riyadi Surakarta. Brand image does not
moderate the effect of product innovation and product quality to the purchasing decision
brand mobile phone Samsung at Faculty of Economics, University of Slamet Riyadi
Surakarta. This means that the brand image does not amplify the effect of product
innovation on Samsung brand mobile phone purchasing decisions.
Keywords: product innovation, product quality, brand image, purchase decisions
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