Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Niat Beli Handphone Samsung

Elva Nurmala, Edy Purwo Saputro
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Abstract

The purpose of this study was to determine the effect of product quality, price, and brand image on purchase intention of Samsung cellphones. The method used in this research is quantitative method. The population and samples in this study were consumers who had never made a purchase on a Samsung mobile phone that met the requirements and the number of respondent sampled in this study were 100 respondents. The data source in this study in this study is primary data with the measurement scale used is 5 likert scale. Data analysis using SmartPLS 3 software. The results of the analysis in this study indicate that product quality and price have a positive and significant effect on purchase intention, while brand image has a negative and insignificant effect on purchase intention.
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产品质量、价格和品牌形象对三星手机购买意向的影响
本研究旨在确定产品质量、价格和品牌形象对三星手机购买意向的影响。本研究采用的方法是定量法。本研究的研究对象和样本是从未购买过符合要求的三星手机的消费者,受访者人数为 100 人。本研究的数据来源为原始数据,使用的测量量表为 5 级李克特量表。使用 SmartPLS 3 软件进行数据分析。本研究的分析结果表明,产品质量和价格对购买意向有积极而显著的影响,而品牌形象对购买意向有消极而不显著的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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