PENGARUH CITRA MERK , KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SMARTPHONE VIVO

Abstract

Abstrak

 “ Effect Of Brand Image, Product Quality And Price On Purchase Decisions Vivo Smartphone Products (Case Study Of Stie Muhammadiyah Student Cilacap)”. This study aims to determine the effect of brand image, product quality and price on Vivo smartphone purchasing decisions among students of STIE Muhammadiyah Cilacap. Data processing is performed using IBM SPSS Statistics 24 Version computer software. The results of multiple linear regression analysis indicate there is a positive effect caused by brand image, product quality and price variables on purchasing decisions, with a regression equation Y = 0.104 + 0.596X1 + 0.184X2 + 0.345X3. F test results show the value of Fcount 19.662> Ftable 2.81 means that there is a significant influence of brand image, product quality and price on purchasing decisions. t test results can be seen that the brand image variables significantly influence purchasing decisions with a tcount of 3.185> 1.679 table. Product quality variable significantly influences the purchase decision with a value of 2,371 ≤ table 1,679 and the price variable also has a significant effect on purchasing decisions with a value of 2,310 ≤ table 1.679. In addition, brand image, product quality and price contributed 53.3% to the purchasing decision. While the remaining 46.7% is influenced by other variables not examined in this study.

Keywords: brand image, product quality, price, purchase decision