The Effect of Product Quality, Price and Brand Image Towards Purchase Decision. (The Users of Samsung Smartphone Among University Students in Padang City)

Yustinus, Thomson Sihotang (2019) The Effect of Product Quality, Price and Brand Image Towards Purchase Decision. (The Users of Samsung Smartphone Among University Students in Padang City). Diploma thesis, Universitas Andalas.

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Abstract

This research aims to discuss the influence of Product Quality, Price and Brand Image Towards Purchase Decision of Samsung Smartphone. This research was conducted on universities in Padang city. Information collected through the questionnaire items. The questionnaires were distributed to 140 university students in Padang city using Purposive sampling. The data analyzed using SPSS 21 for characteristic respondents and using SmartPLS 3.0 to analyze the indicators and hypotheses. Result of this Research showed that Product Quality has a significant positive influence on purchase decision, Price has a significant positive influence on Purchase Decision, and Brand Image has a significant positive influence on Purchase Decision. Keywords: Product Quality, Price, Brand Image, Purchase Decision.

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