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

Abstract

This research aimed to examine the effect of product quality, brand image, and price of Samsung’s buying decisions. The population was students of STIESIA Surabaya with an unlimited number of members. The research was quantitative. Moreover, there were 100 respondents as the sample. Furthermore, the data collection technique used accidental sampling. For the instrument, questionnaires were distributed to students of STIESIA who were consumers of Samsung. Additionally, the testing of the instruments used validity and reability tests. Also, the data analysis technique used multiple linear regression with SPSS. The research result showed that the questionnaires were valid and reliable. Besides, the resgression equation was also properly used. Additionally, product quality had a positive and significant affect on buying decisions. Likewise, the brand image had a positive and significant effect on buying decisions. Similarly, the price had a positive and significant effect on buying decisions.
Keywords : product quality, brand image, price, buying decisions