the effect of brand image, price and product quality on purchasing decisions for Xiaomi smartphones (Case Study of Students of the Faculty of Economics, Darul Ulum University).
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Institusion
Universitas Darul ulum
Author
Sholihah, Nadifatus
Subject
HA Statistics
Datestamp
2021-10-19 14:57:24
Abstract :
The purpose of this study was to determine the effect of brand image, price and product quality on purchasing decisions for Xiaomi smartphones (Case Study of Students of the Faculty of Economics, Darul Ulum University). The method used in this study is the Quantitative Method using Descriptive Statistical Test, Data Quality Test, Classical Assumption Test and Hypothesis Testing. Based on this study, it was found that the Brand Image Variable had a simultaneous and significant positive effect but did not partially affectpurchase decision thesmartphone Xiaomi. While the price and product quality variables have a positive and significant effect simultaneously or partially on the purchasing decision of smartphones Xiaomi. Keywords: Brand Image, Price, Product Quality, Purchase Decision
The purpose of this study was to determine the effect of brand image, price and product quality on purchasing decisions for Xiaomi smartphones (Case Study of Students of the Faculty of Economics, Darul Ulum University). The method used in this study is the Quantitative Method using Descriptive Statistical Test, Data Quality Test, Classical Assumption Test and Hypothesis Testing. Based on this study, it was found that the Brand Image Variable had a simultaneous and significant positive effect but did not partially affectpurchase decision thesmartphone Xiaomi. While the price and product quality variables have a positive and significant effect simultaneously or partially on the purchasing decision of smartphones Xiaomi. Keywords: Brand Image, Price, Product Quality, Purchase Decision
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