PENGARUH PROMOSI, CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE VIVO

Abstract

This research aimed to examine the effect of promotion, brand image, price and product quality on the buying decision of Vivo mobile phone at Marina Plaza and WTC, Surabaya.The population was the buyers of Vivo mobile phone Gallery at Marina Plaza and WTC, Surabaya who buy and use the product. While, the data were primary. Moreover, the sampling collection technique used incidental sampling with 98 respondents at sampel. In addition, the data analysis technique used multiple linear regression whit SPSS (Statistical Product and Service Solution).The research result concluded classical assumption test had fulfilled the criteria given. Moreover; T-test and regression test showed promotion, brand image, price and product quality had significant and positive effect on the buying decision. In addition, Vivo company expeted to consider the promotion strategy, brand image, price and product quality as it could affect the consumer buying decision.
Keywords: promotion, brand image, product quality, buying decision.