ANALISIS PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG

ARSIL SYAHRONI, TAMA KRISNAHADI, RIDHO RAFQI ILHAMALIMY

Abstract


Technological developments are increasingly rapid and market competition is increasingly high in Indonesia, which is being flooded with competition from various types of smartphone brands. This can be seen by the increasing number of new smartphone products with a number of brilliant innovations. In the business world, the higher the competition, the higher the marketing strategies implemented by a number of industries and companies at the global level. The aim of this research is to determine the influence of price, product quality and brand image on purchasing decisions for Samsung smartphone products, either partially or simultaneously. Descriptive quantitative research method with a sample size of 97 people. Data analysis was carried out using SPSS Statistical Program for Social Sciences 2.7. The research results found that partially price had a positive and significant effect on purchasing decisions Samsung smartphone, partially product quality had a positive and significant effect on purchasing decisions Samsung smartphone, partially brand image had a positive and significant effect on purchasing decisions Samsung smartphone. Then simultaneously price, product quality and brand image have a positive and significant effect on purchasing decisions Samsung smartphone.

Keywords


Price, Product Quality, Brand Image, Purchasing Decisions

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DOI: https://doi.org/10.35327/gara.v18i1.743

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