PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE REALME

Abstract

In this modern era, eac year many people use smartphones either in order to fullfill their needs or to
support their activities. More new brand of smartphones are offered to make them more competitive
among producers. One of the new brands is Realme. This type is considered the new one in the
smartphone market and only few consumers had it. Therefore, this research aimed to examine the
effect of price, product quality, and brand image on cunsomers’ buying interest of Realme (Case-
Study for Students of STIESIA Surabaya). The population was all students of STIESIA who were not
consumers of Realme. Moreover, the data collection technique used accidental sampling with 100
respondent as research samples. Furthermore, the data were primary which taken from students’
questionnaires of STIESIA Surabaya. Additionally, the data analysis technique used multiple linear
regression. The research result concluded that price had a positive and significant effect on
consumers’ buying interest of Realme. Likewise, product quality had a positive and significant effect
on consumers’ buying interest of Realme. Similarly, brand image had a positive and significant effect
on consumers’ buying interest of Realme.