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All Journal Media Riset Bisnis Ekonomi Sains dan Terapan
Made Dena Suputra
Universitas Pendidikan Ganesha
Computer Science & IT Economics, Econometrics & Finance Education Other

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PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP MINAT BELI SMARTPHONE MEREK SAMSUNG Made Dena Suputra; Ni Luh Wayan Sayang Telagawathi
Media Riset Bisnis Ekonomi Sains dan Terapan Vol 5, No 2 (2026): Media Riset Bisnis Ekonomi Sains dan Terapan
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71312/mrbest.v5i2.1028

Abstract

This study aimed to examine the influence of brand image and product quality on consumers’ purchase intention toward Samsung smartphones in Singaraja City. The research was motivated by the declining Top Brand Index of Samsung over the last five years, indicating a potential decrease in consumer purchase intention. This study used a quantitative approach with a causal research design. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. The data were analyzed using multiple linear regression analysis. The results showed that brand image had a positive and significant effect on purchase intention. Product quality also had a positive and significant effect on purchase intention. Simultaneously, brand image and product quality significantly influenced consumers’ purchase intention toward Samsung smartphones in Singaraja City. Keywords : Brand Image, Product Quality, Purchase Intention
Co-Authors Ni Luh Wayan Sayang Telagawathi