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

Abstract

This research aimed to find out the effect of product quality, brand image, and price to the purchasing decision on Oppo smartphone (case study at STIESIA Student in Surabaya). Poplation of this research were all students of STIESIA Surabaya who used Oppo smartphone. The sample collection technique of this research used accidental sampling technique and sample of this research used 100 respondents. The data used primary data in a form of questionnaire. The analysis technique used multiple linear regressions analysis. The result of classic assumption test through normality, multicoloreanity, and heteroscedasticiy indicate that all the variables used were not violate predetermined criteria. Meanwhile, the model feasibility test was conducted by F test and coefisient determination, regressions model used in this research was feasible to use. The result of hypothesis test showed that product quality and price gave significant effect on the purchasing decision of Oppo smartphone, while brand image does not have any significant effect on the purchasing decision of Oppo smartphone.

Keywords: Product quality, brand image, price purchasing decision.