PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI DESA GIRI PURNO KECAMATAN RIMBO ILIR

Abstract

The Companies can improve and retain consumers, one of which is by improving brand image, product quality, and promotions so that customer satisfaction becomes the company's main goal and always provides differentiating characteristics with competing products. The purpose of this study was to determine the effect of brand image and product quality on purchasing decisions for Oppo Smartphones in Giri Purno Village, Rimbo Ilir. The sample in this study found 100 respondents with a significant level of 10%. The data analysis technique used multiple linear regression. From the data analysis, the regression equation obtained is Y = 13.248 + 0.190X1 + 0.502X2 + e. From the t-test, it can be seen that partially brand image has no effect on purchasing decisions with a value of tcount < ttable (1,292 <1,984) with a significant value of t (0,199) = (0,05). Product Quality (X2) partially significant effect on purchasing decisions can be seen from the value of tcount ttable that is (5797 1.984) with a significant t (0.000) < = (0.05). Through the Simultaneous Test Brand image (X1) and product quality (X2) have a significant effect on purchasing decisions (Y). It can be seen that Fcount Ftable (34.112 3.09) with a significant value of F (0.000) < = (0.05).