PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI KOTA MADIUN

Abstract

This study entitled "The Influence of Brand Image, Price, and Product Quality on Purchasing Decisions of Oppo Smartphones in Madiun City." This research was conducted in the city of Madiun with the sample used being Oppo smartphone consumers, which were taken using the purposive sampling method by distributing the Google form questionnaire. The method used to analyze the data was a quantitative approach through multiple linear regression analysis using the help of the Statistical Product and Service Solution (SPSS) version 23 program. The results showed that the brand image variable was 0.002 <0.05, so it could be concluded that brand image had a significant effect on purchasing decisions, for the sig price variable of 0.002 <0.05 it can be concluded that price has a significant effect on purchasing decisions, while for the sig product quality variable of 0.000 <0.05 it can be concluded that product quality has a significant effect on purchasing decisions. So, there are positive and significant results from brand image, price, and product quality variables on purchasing decisions for Oppo smartphones in Madiun City.

Keywords: Brand Image, Price, Product Quality, Purchase Decision