SKRIPSI PENGARUH PRICE IMAGE DAN PRODUCT KNOWLEDGE TERHADAP PURCHASE DECISION MELALUI ATTITUDE DAN PURCHASE INTENTION PADA PENGGUNA SMARTPHONE SAMSUNG DI KOTA SAMARINDA --

ABSTRACT
This study aims to determine and analyze the purchase decision of smartphone
Samsung users in cities Samarinda by using the price image and product knowledge
variables through attitude and purchase intention. This research was conducted by
distributing questionnaires to 126 respondents who use smartphone Samsung. The
data obtained were then analyzed with an analytical tool in the form of structural
equation modeling (SEM) using AMOS software.
The results of this study indicate that product knowledge have a significant effect on
attitude, price image do not significantly influence attitude. Price image and attitude
have a significant effect on purchase intention, product knowledge do not significantly
influence purchase intention. In addition this study also shows that product knowledge
and purchase intention significantly influence purchase decision. Price image and
attitude have no significant effect on purchase decision.
Keywords: smartphone Samsung, price image, product knowledge, attitude, purchase
intention, purchase decision, SEM.