The Effects of Brand Image and Price on Purchase Decision of Vivo Smartphones in Pampangan District

Sofi Tamara (Universitas Indo Global Mandiri)
Juhaini Alie (Universitas Indo Global Mandiri)
Muhammad Wadud (Universitas Indo Global Mandiri)

International Journal of Marketing and Human Resource Research
Vol. 2 No. 1 (2021)

This study aims to investigate the effects of brand image and price on purchasing decisions for Vivo cell phones at Renni Cell Pampangan outlets, Ogan Komering Ilir Regency (OKI). Measurement of the sample used the Slovin formula with a final total of 53 respondents. Data were analyzed using the multiple linear regression method. Partially, the results evidence that each brand image and price affects purchasing decisions. Simultaneously, brand image and price influence purchasing decisions. This research is beneficial for the smartphone brand Vivo. To market its products, especially in the demographics outside the city, Vivo must consider brand image and price because these two factors influence purchasing decisions.