PENGARUH COUNTRY OF ORIGIN, CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI YOGYAKARTA

This study aims to find out the influence of Country of Origin, Brand
Image and Quality Perception on Samsung smartphone Purchase Decision on
students of Faculty of Economics &Business, Muhammadiyah University of
Yogyakarta. This study used a sample of 126 respondents who are students of the
Faculty of Economics &Business, Muhammadiyah University of Yogyakarta who
have purchased Samsung smartphones. The sampling method in this study used
purposive sampling method. This research is a quantitative study that uses
primary data based on questionnaires shared using google online questionnaire
forms. Multiple linear regression analysis is used as a method of analysis to
determine the influence of the variables involved. Hypothetical test in this study
using SPSS 21.0 analysis tool. The results of this study showed that
simultaneously Coutry of Origin, brand image and quality perception had a
positive and significant effect on purchasing decisions. Brand image has a
positive and significant effect on purchasing decisions. Perception of quality has a
positive and significant effect on purchasing decisions