Journal of Humanities and Social Studies
Vol 6, No 1 (2022): JHSS (Journal of Humanities and Social Studies)

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

Durahman Marpaung (STIE Muhammadiyah, Asahan)
Bakti Bakti (STIE Muhammadiyah, Asahan)
Liza Saragih (STIE Muhammadiyah, Asahan)

Article Info

Publish Date
29 Mar 2022

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..

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Journal Info
Journal of Humanities and Social Studies
Website

Abbrev

jhss

Publisher

Universitas Pakuan

Subject

Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Description

Journal of Humanities and Social Studies is an academic journal that publishes scientific papers in the field of humanities and social studies. This journal is published two times a year (March and September) by Lembaga Penelitian dan Pengabdian Pada Masyarakat, Universitas Pakuan Bogor since 2017. ...