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

Abstract

This research aimed to find out and analyze the effect of quality product, price, and brand image on the consumers’ purchasing intention of Samsung smartphones in Surabaya. Moreover, the research was causal-comparative with a quantitative approach. The data collection technique used accidental sampling, in which everyone who met the research was the sample. Furthermore, since the number of the population was unknown, the Lemeshow formula was used. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to 96 respondents as the sample. Additionally, the data analysis technique used multiple linear with SPSS (Statistical Product and Service Solution). The result showed that product quality had a positive and significant effect on the consumers’ purchasing intention of Samsung smartphones in Surabaya. Likewise, price had a positive and significant effect on the consumers’ purchasing intention of Samsung smartphones in Surabaya. Similarly, brand image had a positive and significant effect on the consumers’ purchasing intention of Samsung smartphones in Surabaya.