PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG GALAXY S24 ULTRA DI SAMARINDA

Abstract

This research aims to determine and analyze the influence of product quality And brand image partially or simultaneously on purchasing decisions smartphone Samsung Galaxy S24 Ultra in Samarinda. The theoretical basis used is marketing management, especially regarding product quality, brand image and purchasing decisions.

This research was conducted only on users smartphone Samsung Galaxy S24 Ultra Samarinda city. The sample taken was 96 respondents using the method purposive sampling. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The research results show that 1) Product quality significant influence on purchasing decisions smartphone Samsung Galaxy S24 Ultra in Samarinda because the Samsung Galaxy S24 Ultra product has good durability for long-term use, function on smartphone works well without any failures and the product meets consumer needs. 2) Brand image has a significant influence on purchasing decisions smartphone Samsung Galaxy S24 Ultra in Samarinda because the Samasung Galaxy S24 Ultra is a product smartphone from a well-known company, suitable for use by both men and women and the quality of the products offered is guaranteed. 3) Product quality and brand image simultaneously have a significant influence on purchasing decisions smartphone Samsung Galaxy S24 Ultra in Samarinda because the Samsung Galaxy S24 Ultra product is offered by a company that has a good image and offers rational aspects, such as technical features, performance, durability and innovation as well as emotional aspects, such as trust, status and brand reputation that build emotional bonds with consumers thereby providing a strong basis for consumer purchasing decisions