PENGARUH PERSEPSI KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN

This study aims to determine the effect of perceived product quality, brand image and price perception on purchasing decisions for Samsung brand smartphones in people who live in Yogyakarta. This research is a quantitative study with data collection techniques using a questionnaire with a sample of 122 respondents. The sampling technique used was purposive sampling with predetermined criteria, namely people who live in the city of Yogyakarta who have made purchases and used by themselves at least 3 months of use. The analytical method used is multiple linear analysis with the help of the Statistical Package for Social Science SPSS 24. The results showed that the perception of product quality, brand image and perception of price together have a positive and significant effect on purchasing decisions. Perception of product quality has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions and perceptions of price have a positive and significant effect on purchasing decisions