Pengaruh Harga, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Smartphone Realme

Ramadani, Nia (2025) Pengaruh Harga, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Smartphone Realme. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to analyze the influence of price, brand image, and product quality on consumer purchasing decisions for Realme smartphones. The research employs a quantitative approach with data collected through literature studies and questionnaires. A purposive sampling technique was used with a total of 100 respondents who are Realme smartphone users. The data were analyzed using multiple linear regression with the help of SPSS version 27. The results of the multiple regression analysis show that price (X1), brand image (X2), and product quality (X3) have a positive and significant effect both partially and simultaneously on purchasing decisions (Y). Based on the t-test, the price variable has a positive and significant effect (tcount 4.712 > ttable 1.660; Sig. 0.000 < 0.05). The brand image variable also has a positive and significant effect (tcount 2.408 > ttable 1.660; Sig. 0.018 < 0.05). Similarly, the product quality variable has a positive and significant effect (tcount 3.469 > ttable 1.660; Sig. 0.001 < 0.05). The F-test shows that the Fcount value of 29.125 > Ftable 2.70 with a significance level of 0.000 < 0.05 indicates that the three independent variables simultaneously have a significant influence on purchasing decisions. The R Square value of 0.476 indicates that price, brand image, and product quality can explain 47.6% of the variation in consumer purchasing decisions, while the remaining 52.4% is influenced by other factors outside this study.

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