| dc.description.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. | en_US |
