Pengaruh Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Android Samsung pada Kelompok Pendapatan Kelas Bawah (Studi Kasus Mahasiswa Universitas Muhammadiyah Surakarta)

The purpose of this study was to examine the effect of price, product quality and brand image factors on purchasing decisions on students of the Muhammadiyah University of Surakarta. This research method uses a quantitative approach that uses numerical data. The population in this study were students of Management Department of Muhammadiyah University of Surakarta who made purchases of Samsung Android with a down income of 3,883 students. The sample used in this study was 100 students with a purposive sampling method. Data analysis techniques using are (1) instrument test (validity and reliability test), (2) Classical Assumption Test (normality, multicollinearity, heteroscedasticity) and (3) Hypothesis Test (multiple linear regression analysis, t test, F test and R2) . The results showed that the t test showed that (1) the price had a significant effect on purchasing decisions on students of Muhammadiyah University of Surakarta. (2) Product quality has a significant effect on purchasing decisions on students of Muhammadiyah University of Surakarta. (3) Brand image has a significant effect on purchasing decisions on students of Muhammadiyah University of Surakarta