The impact of brand image, product quality and price on purchase intention of smartphone
| Main Authors: | Muljani, Ninuk, Koesworo, Yulius |
|---|---|
| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
IJRCS
, 2019
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| Subjects: | |
| Online Access: |
http://repository.wima.ac.id/18107/1/20-The_impact_of%20brand_.pdf http://repository.wima.ac.id/18107/ https://ijrcs.org/ |
Daftar Isi:
- This study aims to examine the effect of brand image, product quality and price on purchase intention of smartphone in Surabaya. The study was conducted by involving 150 students of the Business Faculty of the University of Widya Mandala in Surabaya as respondents. But the data that can be analyzed is only 142 respondents. By using regression analysis the results show that brand image and price have a positive and significant effect on purchase intention, while product quality has no significant effect. This certainly does not mean that product quality is not important. Therefore, the management of the company still needs to maintain a good brand image by providing good product quality, but at competitive and affordable prices for consumers, especially for the younger generation who have limited purchasing ability. Key Words: brand image, product quality, price, purchase intention.