EFFECT OF PRICE , FEATURES AND ADVERTISING ON THE DECISION TO PURCHASE MOBILE SAMSUNG ANDROID ( Study Case Against Samsung Android User Handdphone In Regional District of Genuk )

Abstract

Business competition in the mobile telecommunications world today, especially the longer the increasingly stringent, because it is characterized by the presence of many product variants with diverse brand that was introduced in the market. Price is a factor that greatly influence the purchase decision, in addition to the price there are many other factors that can influence the longer the consumer purchase decision.This study has the objective to analyze the influence of price, features and advertising on product purchasing decisions Samsung android phone and analyze the variables that have a dominant influence on purchasing decisions Samsung android phone in public at the sub-district area Genuk Semarang.

    Based on data analysis, some conclusions can be drawn at the time of processing multiple regression. This study qualify the validity, reliability, and escaped from the normality test is then free from mulikolinieritas and heteroscedasticity.

    From the multiple linear regression equation of the t test obtained findings that individually variable price, features and advertising significantly influence purchasing decisions at the level of 5%. From the test results f that together - at that price, features and advertising significantly influence purchasing decisions where the value of 60.456 f count> f table is 2.70. The quality of products has the most dominant influence on purchasing decisions. While the coefficient of determination obtained by the value of Adjusted R of 0.643. This means that the purchase decision variables can be explained by the existence of price, features and advertising of 64.3%, while the remaining 35.7% can be influenced by reasons - reasons that are not investigated in this study.

Keywords:Price, Features, Commercials, Purchase Decision