PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK VIVO (Studi Kasus terhadap Generasi Z Kota Sidoarjo)

Abstract

This research aimed to examine and analyze the effect of product quality, brand image, and price on the purchasing decisions of Vivo smartphones. The research was descriptive-quantitative. Moreover, the data collection technique used purposive sampling. In line with that, 100 respondents used Vivo smartphones as the sample. Furthermore, the instrument in the data collection technique used a questionnaire. The data analysis technique used multiple linear regression with SPSS 26 (Statistical Product and Service Solution). The result showed that product quality had a positive and significant effect on the purchasing decisions of Vivo smartphones. It meant the product quality proved to affect purchasing decisions. Likewise, brand image had a positive and significant effect on the purchasing decisions of Vivo smartphones. This meant the price proved to affect purchasing decisions. Similarly, price had a positive and significant effect on the purchasing decisions of Vivo smartphones. This meant the brand image proved to affect purchasing decisions.