Pengaruh Citra Merek (Brand Image), WOM (Word Of Mouth) dan Persepsi Harga Terhadap Minat Beli Smartphone pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. (The Influence of Brand Image, WOM (Word Of Mouth) and Price Perception on Smartphone Buying Interest in University Students August 17, 1945 Surabaya).

Wati, Valeria N.K (2023) Pengaruh Citra Merek (Brand Image), WOM (Word Of Mouth) dan Persepsi Harga Terhadap Minat Beli Smartphone pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. (The Influence of Brand Image, WOM (Word Of Mouth) and Price Perception on Smartphone Buying Interest in University Students August 17, 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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	Text PENGARUH CITRA MEREK (Brand Image), WOM (Word Of Mouth) DAN PERSEPSI HARGA TERHADAP MINAT BELI SMARTHPHONE PADA MAHASISWA UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.pdf Download (0B)
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	Text PENGARUH CITRA MEREK (Brand Image), WOM (Word Of Mouth) DAN PERSEPSI HARGA TERHADAP MINAT BELI SMARTHPHONE PADA MAHASISWA UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.pdf Download (0B)

Abstract

This study aims to determine the effect of Brand Image, WOM (Word Of Mouth) and Price Perception on Purchase Intention. The population in this study were all students of the University of 17 August 1945 Surabaya, totalling 12,819. The sampling technique used purposive sampling with a sample size of 100 respondents obtained from calculations using the slovin formula. Sample collection using questionnaires conducted online and offline with the help of google form. Based on the results of the study, multiple linear regression analysis was obtained as follows Y = 15.871 + -0.029 (X1) + 0.245 (X2) + 0.413 (X3) The results of the t test hypothesis (partial test) state that the Brand Image variable (X1) has no effect on the Purchase Interest variable (Y), WOM (Word Of Mouth) (X2), Price Perception (X3) partially affects the Purchase Interest variable (Y). The results of the F test (simultaneous test) state that the Brand Image variable (X1), WOM (Word Of Mouth) (X2), Price Perception (X3) simultaneously affect the Purchase Intention variable (Y). Keywords: Brand Image, WOM (Word Of Mouth), Price Perception, Purchase Intention, Smartphone

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