PENGARUH HARGA CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN SMARTPHONE VIVO

Abstract

Vivo is one of the technology companies that creates great products based on value-driven design, with smart devices and smart services at the core of its business. The company has a goal to create connectivity between the human and digital world. This research aimed to observe the effect of price, brand image, and product quality on the customers’ Satisfaction with Smartphone Vivo. Furthermore, the research population used customers who use Vivo smartphones. This research used the quantitative method. The research sample used nonprobability sampling i.e., a sample collection technique that did not have the same opportunity to every element or member of the population who was selected as a sample. Moreover, the sample amount of this research used 100 respondents. The data analysis method of this research used multiple linear regression to obtain a comprehensive picture of the related variables. Meanwhile, the classic assumption test of this research used the Normality test, multicollinearity test, and heteroscedasticity test. In addition, the research result showed that the variables of price, brand image, and product quality had a significant effect on the customers’ satisfaction with Vivo smartphones.