PENGARUH IKLAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO

This study aims to find out and analyze the influence of advertising and prices on the purchasing decisions of Vivo smartphones. The population in this study was Vivo smartphone consumers in Malang with the number of samples used in 108 consumers. The sampling technique uses accidental sampling and research time during the survey period. Data collection techniques use questionnaires. The method used in this study is multiple linear regression analysis. The results of this study show that there is a positive and significant influence of advertising on purchasing decisions, there is a positive and significant influence of price on purchasing decisions. The price variable has a dominant influence on the variable of Vivo smartphone purchase decisions.