Analisis Pengaruh Kualitas Produk dan Citra Merek Smartphone Merek OPPO Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening (Studi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Widyagama Malang)
Keywords:
Smartphone, Product Quality, Brand ImageAbstract
This research is motivated by the increasing competition in smartphone sales in Indonesia. This study aims to determine how many students use Oppo smartphones at the Faculty of Economics and Business, Widyagama University Malang. This study tries to explain directly the effect of product quality and brand image on purchasing decisions, as well as to explain the mediating role of buying interest. The research approach uses quantitative-explanatory with a sample of 50 respondents from the Faculty of Economics and Business, Widyagama University Malang. Data collection using a questionnaire and data analysis using the SmartPLS version 3.2.7 program. The results show that product quality and image can improve purchasing decisions and buying interest can be a variable that intervenes between product quality, brand image, and purchasing decisions.
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