Pengaruh Brand Image, Product Quality, Persepsi Harga dan Electronic Word of Mouth Terhadap Minat Beli Smartphone Samsung

This research aims to examine and determine the effects of Brand Image, Product Quality, Price Perception, and Electronic Word of Mouth on the purchase intention of Samsung smartphones. The study was conducted among students participating in the Merdeka Student Exchange program. Data collection was carried out through the distribution of questionnaires to 100 respondents. The instrument or data collection tool used in this study is a questionnaire. The research employs analytical techniques including descriptive analysis and statistical methods such as validity testing, reliability testing, classical assumption testing, hypothesis testing, and multiple regression analysis. The analytical techniques were supported using SPSS Version 25 for Windows. The results of the hypothesis testing indicate that, partially, Brand Image, Product Quality, Price Perception, and Electronic Word of Mouth have a significant effect on Purchase Intention. Simultaneously, Brand Image, Product Quality, Price Perception, and Electronic Word of Mouth also have a significant effect on Purchase Intention.