PENGARUH KUALITAS PRODUK, HARGA DAN BRAND TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE REALME

Abstract

The aim of this research is to analyze the extent to which product quality, price and brand factors can influence the decision to purchase a Realme cellphone. The data collection method used was by presenting questionnaires to 97 respondents. The sampling technique uses purposive sampling, while the data analysis technique uses SPSS model software. The research results show that the variables of product quality, price and brand influence the decision to purchase Realme cellphone products in Bireuen, both simultaneously and partially. It can be seen from the results of the coefficient of determination that the Adjusted R Square value is 0.780, this means that the product quality, price and brand variables can have an influence on purchasing decisions by 78% at the Erafone Bireuen Store while the remainder or 22.00% is influenced by factors. others not examined in this study. Keywords: Brand, Price, Product Quality, Purchasing Decisions