THE INFLUENCE OFWORD OF MOUTH, BRAND IMAGE, AND PRODUCT ATTRIBUTES ON BLACKBERRY PRODUCT PURCHASING DECISIONS.

*Arni Saraswati  -  , Indonesia
Sri Suryoko  -  , Indonesia
Ngatno Ngatno  -  , Indonesia
Published: .
View
Open Access
Citation Format:
Article Info
Section: Articles
Language: EN
Statistics: 27 58
Abstract

Research it is based on a decrease in the sale of blackberry in the last three years. Many
factors that must be considered in the decision to buy a product for consideration in decision
making. The purpose of this research is: to analyze the influence of word of mouth , brand image,
and product attributes on Blackberry product purchasing decisions.
This type of research is explanatory type . In this study will explain the influence between
the variables to test the hypothesis . The population in this study were all students Fisip Undip .
Sampling technique using purposive sampling , namely Fisip Undip student who uses a Blackberry
mobile phones . The sampling technique using the formula lameshow, so the sample amounted to 96
respondents .
The results showed that word of mouth , brand image and product attributes have a
positive and significant influence on purchasing decisions Blackberry products . This is evidenced
by test F statistics that indicate 119,559 F count > F table 2,70.
The advice given is a Blackberry product companies must constantly innovate by adding
features products that are more practical , effective , and expressive .

Keywords: Word Of Mouth, Brand Image, Product Attributes, Purchase Decision

Article Metrics: