PENGARUH CITRA MEREK DAN HARGA TERHADAP MINAT BELI HANDPHONE MEREK SAMSUNG PADA E-COMMERCE (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ANGKATAN 2017 UNIVERSITAS SINGAPERBANGSA KARAWANG)

Abstract

Interest in Buying in companies in the field of electronics can be influenced by brand image and price where a good brand image can be used as a streght in attracting consumers and affordable product prices can increase the buying interest of consumers in the Samsung Company. From data analysis, There is partial influence between the brand image on the interest of buying with total effect 4,59% and Price on the interest of buying with total effect 62,65%. while simultaneous influence of brand image and price on buying interest with a determination coefficient of 67,2%. This purpose of this Research was to find out, explain, analyze the Brand Image and Price on the Interest in Buying Samsung brand Handphone in Online on E-Commerce in College Students of the Faculty of Economics and Business Class of 2017 University of Singaperbangsa Karawang. The sample was carried out by the incidential sampling with a sample 186 respondents. Computer programs Microsoft Excel 2010 and SPSS version 16.