The Influence of Product Quality, Price, and Brand Equity on the Decision to Purchase OPPO Brand Smartphones During the Covid - 19 Pandemic (Case Study of Students of Muhammadiyah Riau University)

Monica Wilda Ulya, Ikhbal Akhmad, Fitri Ayu Nofirda, Wan Laura Hardilawati, Hicmaed Tachta Hinggo S

Abstract


This research aims to determine and analyze the influence of product quality, price and brand equity on purchasing decisions for OPPO brand smartphones during the Covid-19 pandemic (Student Case Study/I Muhammadiyah University of Riau). This research is a quantitative research using a survey method by distributing questionnaires to OPPO brand smartphone users in the Muhammadiyah University of Riau area, with a total of 100 respondents. The data analysis method in this research uses multiple linear analysis with the help of SPSS 16.0 software. The results of the research partially show that the product quality variable has a positive and significant effect on purchasing decisions, the price variable also has a positive and significant effect on purchasing decisions, while the brand equity variable has no significant effect on purchasing decisions

Keywords


Product Quality, Price, Brand Equity, Purchasing Decisions.

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.476

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