BRAND IMAGE MEMEDIASI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE OPPO DI KOTA DENPASAR

Abstract

Indonesian smartphone users are growing rapidly. Oppo is one of the many smartphone manufacturers entering the Indonesian smartphone market. The purpose of this study is to explain the effect of product quality on brand image, product quality to purchase decision, brand image to purchasing decision, and role of brand image in mediating effect of product quality to purchasing decision. The theory used in this research is product quality, brand image and purchase decision. This research was conducted on consumer of Oppo smartphone which domiciled in Denpasar City. The sample size taken as many as 120 people with purposive sampling method. The analysis technique used is path analysis and sobel test. The results of the study found that product quality has a positive and significant effect on brand image. The study also found that each variable of product quality and brand image significantly positively affects purchasing decisions, in addition to the brand image also significantly mediates the relationship of product quality to purchasing decisions   Keyword: product quality, brand image, purchase decisions