PENGARUH KUALITAS PRODUK DAN CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (STUDI PADA MAHASISWA STIE SAKTI ALAM KERINCI)

Abstract

influence of product quality and brand image towards purchasing decisions among the college students of Sakti Alam Kerinci School of Economics Sungai Penuh, both partially and simultaneously. This research used quantitative method since researcher willing to determine the measurement of X and Y variable. Populations in this study are 64 students of STIE Sakti Alam Kerinci Sungai Penuh. The sampling technique used is accidental sampling while data analysis techniques is using multiple regresion analysis and coefficient of determination analysis. Questionnaires were used as a tool in data collection method. Our findings show that all hypothesis were proved to be significant where the quality of product and brand image have a positive and significant influence towards purchasing decisions. It implies that quality of product and brand image played as important roles with significant influence (partially or simultaneously) in developing buyer’s purchasing decisions among students of STIE Sakti Alam Kerinci.Keyword: quality of product, brand image, purchasing decisions