PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE OPPO DI SURABAYA

Abstract

Due to affordable price of smartphones and its ease of usage, many consumers in Indonesia are increasing in
number. Therefore, it predict the use of smartphones will increase continuously. This research aimed to examine
the effect of product quality, price and brand image on buying interests of Oppo in Surabaya. The research was
causal comparative. Moreover, the population was consumers who had bought Oppo in Surabaya. Furthermore,
the data sources were primary. Additionally, the data collection technique used accidental sampling. In line with
that, there were 100 respondents as the sample. While the instrument in data collection technique used
questionnaires. In addition, the data analysis technique used multiple linear regression with SPSS (Statistical
Product and Service Solution) 23. The research result conluded that product quality had a positive and significant
effect on consumers buying interests of Oppo in Surabaya. Likewise, price had a positive and significant effect on
consumers buying interests of Oppo in Surabaya. Similarly, brand image had a positive and significant effect on
consumers buying interests of Oppo in Surabaya.