The Influence of Product Design, Brand Image and Product Quality on Purchase Decisions on Oppo Brand Mobile Products
Pengaruh Desain Produk, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian pada Produk Handphone Merek Oppo
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(1) Rahmat Hidayat Universitas Muhammadiyah Sidoarjo
Indonesia
(2) * Lilik Indayani
Universitas Muhammadiyah Sidoarjo
Indonesia
(*) Corresponding Author
Abstract
This study aims to determine that product design, brand image and product quality influence purchasing decisions on Oppo brand mobile phones. This study uses quantitative research with hypothesis testing. The sampling technique used in this study used a non-probability sampling technique with an accidental sampling method of 96 respondents. And the data analysis technique uses data quality test, classical assumption test, and multiple linear regression analysis. The results of this study indicate that product design and product quality have a significant effect on purchasing decisions, while brand image has no effect on purchasing decisions.
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References
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Copyright (c) 2022 Rahmat Hidayat, Lilik Indayani
This work is licensed under a Creative Commons Attribution 4.0 International License.
