How Do Icherry Brand Assessment and Service Quality Standards Affect Community Purchasing Decisions?

Abstract

Mobile phones are a very important communication tool for every member of society. This need has an impact on the increasing demand for various types of communication devices which results in more competition in the business world in the telecommunications sector. The purpose of the study was carried out to test and analyse the effect of brand and service quality on purchasing decisions for iCherry brand mobile phones. This research method uses a quantitative approach, descriptive quantitative research type with explanatory research properties. The population in this study were iCherry mobile phone buyers at Plaza Medan Fair Mall. The sampling used in this study using the Slovin formula so that the number of samples used in this study was 106 respondents. Sample withdrawal using a simple random sampling approach. The research data analysis method is descriptive statistical analysis and multiple regression analysis. The results obtained in this study are brand variables and service quality partially and simultaneously have a positive and significant effect on purchasing decisions for iCherry brand mobile phones with a coefficient of determination of 34.6%.