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

Abstract

This research is aimed to analyze the influence of price, brand image and product image to the purchasing decision of Smartphone Oppo to the students of STIESIA Surabaya.The population of this research is all students of STIESIA Surabaya and the numbers of samples are 98 respondents. The sample collection technique has been done by using purposive sampling, the data collection has been performed by issuing questionnaires to the predetermined respondents. The analysis technique has been carried out by using multiple linear regressions analysis technique.The result of this research shows that the variables i.e. price, and product quality gives significant influence to the purchasing decision of Smartphone Oppo to the students of STIESIA Surabaya. Meanwhile, brand image does not give any significant influence to the purchasing decision of Smartphone Oppo to the students of STIESIA Surabaya.It is expected that company is able to maintain its price, brand image, and product quality in order to make suitable with the needs and the desires of the customers expectation.
Keywords: price, brand image, product quality, purchasing decision.