THE INFLUENCE OF BRAND IMAGE, PRICE, AND PRODUCT QUALITY ON PURCHASE DECISIONS (Empirical Study on Students of SMK Muhammadiyah 5 Kisaran)

Abstract

The purpose of the study was to analyze the effect of Brand Image, Price and Product Quality on Consumer Purchase Decisions on OPPO Smartphones, especially Students of SMK Muhammadiyah 5 Kisaran. The method used is descriptive associative with a quantitative approach. The sample used in this study amounted to 90 respondents consisting of students of SMK Muhammadiyah 5 Kisaran. The results show that Brand Image, Price and Product Quality on Purchase Decisions simultaneously have a significant effect on purchasing decisions, but partially only product quality has no significant effect on purchasing decisions..