Pengaruh perceived value dan brand image terhadap keputusan pembelian melalui word of mouth smartphone lokal dan smartphone China

Firnandi, Adam Gaffar and Samiono, Bambang Eko (2019) Pengaruh perceived value dan brand image terhadap keputusan pembelian melalui word of mouth smartphone lokal dan smartphone China. Al Hisbah: Jurnal Akuntansi Keuangan dan Syariah, 7 (1). pp. 1-19. ISSN 2089-7162

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Abstract

This study is to compare the effect of Perceived Value, Brand Image on Purchasing Decisions through Word of Mouth on Local Smartphones and Chinese Smartphones in Jadetabek. The data analysis method used is descriptive analysis, and path analysis. The population taken is people who have bought and used Local Smartphones and Chinese Smartphones in Jadetabek. Samples from this study were respondents who had bought and used Local Smartphones and Chinese Smartphones within the last 1 year in the Jadetabek region as many as 100 respondents using the Convinient Sampling method. The results of the study revealed that the effect of the Perceived Value variable directly on Purchase Decisions was not significant for either Local Smartphones or Chinese Smartphones. While the influence of the Brand Image variable directly on purchasing decisions is significant both on local smartphones and Chinese smartphones.

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