The Influence of Brand Image, Brand Trust and Price on Samsung Television Purchase Decisions at Hartono Elektronik Surabaya Store

Authors

  • Gita Suganda Department Of Management Faculty of Economics and Business Narotama University
  • R. Agus Baktiono Department Of Management Faculty of Economics and Business Narotama University
  • Muchamad Arif Department Of Management Faculty of Economics and Business Narotama University

Keywords:

Bran Image, Brand Trust, Price, Purchase of Decision

Abstract

The high growth of television users makes television electronics industry manufacturers compete with each other to understand market needs, so it is very important to understand the factors that influence purchasing decisions. This research was conducted at the Hartono Electronic Store in Surabaya with the aim of knowing (1) the influence of brand image on purchasing decisions (2) the influence of brand trust on purchasing decisions (3) the effect of price on purchasing decisions (4) the influence of brand image, brand trust, price in general and purchase decision. Itwas a quantitative study. It had 97 respondents. The instrument was a questionnaire. Data processing in this study used SPSS ver. 26.00. Based on the results of this study, brand image, brand trust and price had a significant effect partially and simultaneously on purchasing decisions

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Published

2021-04-30

Issue

Vol. 2 No. 01 (2021): April 2021

Section

Articles