PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PROMOSI MELALUI KEPUTUSAN PEMBELIAN TERHADAP KEPUASAN PELANGGAN PADA SAMSUNG GALAXY S4 DI SURABAYA

Abstract

The era of globalization as it is today, mobile phones have become a basic necessity for everyone. Even the functions of this mobile phones not only as a communication tool, but this function has been shifted as lifestyle (lifestyle) in the community. As growth and development of mobile phones technology, it also develops the operating system found on the mobile phones. One of them is Samsung. This study aims to examine and analyze the effect of product quality, brand image, and promotion through buying decision toward customer satisfaction on the Samsung Galaxy S4 in Surabaya. The data analysis technique used is SEM (Structural Equation Model) where data processing was performed using Amos Software version 16. Modeling with SEM allows to answer the research question be dimensionally. For the selection of sampling method used was non-probability sampling that the sample selection is based on personal considerations. The result showed that the product quality , brand image , and promotion contributed significantly to buying decision of the Samsung Galaxy S4, seen from the t value where each of X = 2.684 ; X = 2.193 and X = 3.828 is greater than t=1, 96. While the buying decision of Samsung Galaxy S4 also contributed significantly to customer satisfaction, seen from the t value = 5.835 is greater than t = 1.96. Thus it can be concluded that the product quality, brand image, and the promotion have positive and significant impact on buying decision, buying decision also have positive and significant impact toward customer satisfaction on the Samsung Galaxy S4 in Surabaya. For further research is expected to consider the other factors that are different from what is described in the journal and attention to every detail.