PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI KOTA BENGKULU

The purpose of this study is to determine the effect of brand image and product quality on purchasing decisions for Samsung Smartphones in Bengkulu City. Both partially and simultaneously. The type of research used is quantitative research. The population in this study is all Samsung smartphone consumers in Bengkulu City. This study uses incidental sampling techniques. The respondents of the study were 65 people. Data were collected through questionnaires and analyzed using multiple linear analysis techniques. The results of the study show that brand image and product quality have a positive and significant influence, both partially and simultaneously, on purchasing decisions. Keywords: Brand Image, Product Quality, Purchasing Decisions