PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN OPPO F9

Abstract

This research aimed to examine the product quality, brand image, and price on the buying decision of Oppo F9 at Global Teleshop WTC Surabaya. The research was causal-comparative i.e. a research which aimed to investigate causal relationships based on the observation on causal which happened and found out the cause factor through data collection. While, the population was customers of Oppo F9 at Global telshop WTC, Surabaya. Moreover, the data collection technique used accidental sampling. Based on the accidental sampling technique, there were 100 respondents. Furthermore, the research used questionnaire Which was directly distributed to the customers of Oppo F9 at Global Teleshop WTC, Surabaya. In addition, the data analysis technique used multiple linear regression. The research result concluded product quality had positive and significant effect on the buying decision. Likewise, price had positive and significant effect on the buying decision. On the other hand, brand image had positive but insignificant effect on the buying decision.
Keywords: product quality, brand image, price, buying decision