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

Abstract

The study aims to analyse: (1) The influence of brand image towards purchase decision on Xiaomi's brand smartphones, (2) The influence of price towards purchase decision on Xiaomi's brand smartphones, (3) The influence of product quality towards purchase decision on Xiaomi's brand smartphones, (4) The influence of brand image, price, and product quality simultaneously towards purchase decision on Xiaomi's brand smartphones, and (5) which is the the most dominant independent variable affect the purchase decision of Xiaomi's brand smartphones.Data collection techniques is using quesionaire that have tested their validity dan reliability.The data analysis technique is using multiple linear regression.The result of the study indicate that all hypotheses can be accepted with the results: Brand image, price, and product quality partially and simultaneously have a positive and significant effect on puchase decision; Product quality is the most dominant variabel affecting purchase decision; and adjusted r 2 explained that the brand image, price, and product quality can explain the purchase decision by 67,6%.

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