Pengaruh Merek dan Negara Asal (Country of Origin) terhadap Keputusan Pembelian Produk Smartphone Samsung Galaxy Series (Studi pada Mahasiswa FISIP USU)

Abstract

This study aims to identify and analyze how much influence of brands and country of origin on product purchasing decisions Smartphone Samsung Galaxy Series on the students of the Faculty of Social and Political Sciences, University of North Sumatra. This research was conducted at the Faculty of Social and Political Sciences, University of North Sumatra. The analysis tool used is multiple linear regression, hypothesis testing using t test, F test and R2 test. This research method is done by distributing questionnaires to the students of the Faculty of Social and Political Sciences, University of North Sumatra. From this research it can be concluded based on the statistical test that variable brands and country of origin simultaneously (test-F) has a positive influence on purchase decisions. Based on the t-test result obtained that variable brands and country of origin each positive striving toward purchasing decisions.From this research, the value of R Square of 0,235. It shows that 23,5 % of consumer purchasing decisions samsung smartphone galaxy series at faculty of Social and Political Sciences University of North Sumatra, affected by brands and country of origin, while the remaining 76,5% influenced by the other variables not examined.