The Influence of Brand Image, Product Quality and Price on the Decision to Purchase a Nokia Android Smartphone in Pekanbaru

Ade Sri Rezki, Ikhbal Akhmad, Fitri Ayu Nofirda, Wan Laura Hardilawati, Hicmaed Tachta Hinggo S

Abstract


This research aims to find out and analyze whether brand image, product quality and price have a positive and significant impact on purchasing decisions. This research uses a quantitative study using a survey method through questionnaires distributed to consumers who have used or are currently using Nokia Android smartphones in Pekanbaru City with a total of 100 respondents. This research is explanatory in nature which explains the relationship between variables through hypothesis testing. Data analysis was carried out based on a questionnaire that was distributed online. Data analysis was carried out using multiple linear regression analysis. The research results show that there is a positive and significant influence between the product quality and price variables on purchasing decisions, while the brand image variable has no effect on purchasing decisions. The results of this research can help clarify why previous research examining the influence of brand image, product quality and price on purchasing decisions tends to be consistent.


Keywords


Brand Image, Product Quality, Price, Purchase Decision, Pekanbaru.

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DOI: https://doi.org/10.30596/miceb.v1i0.473

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