The Impact of Brand Image, Price, and Product Quality on Mobile Phone Purchase Decisions: A Quantitative Study
Dampak Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Ponsel: Studi Kuantitatif
-
(1) * Fikri Rohman Arif
Universitas Muhammadiyah Sidoarjo
Indonesia
(2) Lilik Indayani Universitas Muhammadiyah Sidoarjo
Indonesia
(*) Corresponding Author
Abstract
This research investigates the influence of brand image, price, and product quality on consumers' decisions to purchase mobile phones at Top Sell Stores in Sidoarjo. Employing a quantitative approach with a sample of 100 consumers, multiple linear regression analysis, coefficient of determination (R2), t-test, F-test, and classical assumption tests were conducted using SPSS statistical software version 22. The findings reveal that brand image, price, and product quality individually exert a significant impact on mobile phone purchase decisions. Moreover, when considered together, they collectively influence consumers' choices. This study contributes to a deeper understanding of the factors shaping mobile phone purchasing behavior, offering valuable insights for businesses and marketers in optimizing their strategies to appeal to consumers in similar retail contexts.
Highlights:
- Consumer Preferences: Examining the impact of brand image, price, and product quality on consumer choices in mobile phone purchases.
- Quantitative Analysis: Utilizing multiple linear regression and statistical tests to evaluate the significance of these factors.
- Practical Insights: Providing valuable insights for businesses and marketers to enhance their strategies in similar retail settings.
Keywords: Brand Image, Price, Product Quality, Mobile Phone Purchase Decisions, Consumer Behavior
Downloads
References
F. Ferdyando, J. Lapian, and R. Taroreh, "Pengaruh Brand Image, Dan Harga, Terhadap Keputusan Pembelian Konsumen Di Jco Manado," Jurnal Emba, vol. 3, no. 1, 2015, ISSN 2303-1174.
P. Kotler and K. L. Keller, "Manajemen Pemasaran Jilid I Edisi ke 12," Jakarta: Erlangga, 2012.
D. A. Aaker, "Manajemen Pemasaran Strategi," Jakarta: Salemba Empat, 2013.
N. Aisha and E. Kurnia, "Pengaruh Kuantitas Pelayanan dan Kualitas Pelayanan terhadap Citra Merek pada Universitas Muhammadiyah Sumatera Utara," Jurnal Samudra Ekonomi Dan Bisnis, vol. 9, no. 2, 2018, pp. 128–137, https://doi.org/10.33059/jseb.v9i2.761.
S. Farisi, "Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian sepatu Adidas pada mahasiswa Universitas Muhammadiyah Sumatera Utara," 2018.
P. Kotler and G. Armstrong, "Prinsip-Prinsip Pemasaran," Jakarta: Erlangga, 2008.
Amilia and Asmara, "Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa," Jurnal Manajemen dan Keuangan, vol. 6, no. 1, 2017, pp. 660-669.
A. A. Fatimah P. and Soedarmadi, "Pengaruh Brand Image, Kualitas Produk, Persepsi Harga terhadap Keputusan Pembelian (Studi Kasus pada Produk Susu Natur Soya CV. Global Mandiri Sejahtera Kanca Purwodadi)," Majalah Ilmiah Solusi, vol. 18, no. 1, 2020.
S. Arikunto, "Prosedur Penelitian: Suatu Pendekatan Praktik," Jakarta: Rineka Cipta, 2013.
Sugiyono, "Metode Penelitian Kuantitatif, Kualitatif, dan R&D," Bandung: Alfabeta, 2012.
S. Lemeshow, "Besar Sampel dalam Penelitian Kesehatan," Gadjah Mada University, Yogyakarta, 1997.
I. Ghozali, "Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi," Semarang: Badan Penerbit Universitas Diponegoro, 2013.
I. Ghozali, "Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi," Semarang: Badan Penerbit Universitas Diponegoro, 2011.
Sugiyono, "Metode Penelitian Kuantitatif, Kualitatif, dan R&D," Bandung: Alfabeta, 2011.
N. Asnawi and Masyhuri, "Metodologi Riset Manajemen Pemasaran," Malang: UIN-Maliki Press, 2011.
Copyright (c) 2023 Fikri Rohman Arif , Lilik Indayani
This work is licensed under a Creative Commons Attribution 4.0 International License.
