Brand image and perceived quality effects on Samsung Smartphone repurchase intention
Abstract
As technology develops increasingly rapidly, business competition is increasing, especially in the electronics sector. This is certainly felt by Samsung, which focuses on the electronics sector, resulting in a decrease in market share for Samsung smartphone products. This research aims to see the influence of Brand Image and Perceived Quality on Repurchase Intention on Samsung smartphones (case study of STIE Ekuitas Bandung students). The method used in this research is descriptive and verification. Data collected using questionnaire techniques. Respondents in this study numbered 100 people. Data analysis uses multiple linear regression analysis. The hypothesis testing design uses the normality test, heteroscedasticity test and multicollinearity test, multiple linear regression analysis, hypothesis testing via the Ttest, Ftest, as well as the coefficient of determination (R²) and correlation coefficient. The results of this research show that partially Brand Image, Perceived Quality have a positive and significant effect on Repurchase Intention. Simultaneously Brand Image and Perceived Quality have a significant effect on Repurchase Intention. The magnitude of the influence of Brand Image and Perceived Quality on Repurchase Intention is 62,4%, while the remaining 37,6% is influenced by other factors not examined in this research.
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