Analisis Pengaruh Harga, Citra Merek, dan Kualitas Produk Terhadap Minat Pembelian Smartphone Realme di Surakarta

This study aims to determine the effect of price, brand image and product quality on purchasing interest. This research is a quantitative research. The population in this study is the Surakarta city community who have never bought a smartphone Realme. The number of samples in this study were 200 respondents, the method of data collection using non probability sampling with the type of purposive sampling where researchers determine the sampling by providing specific criteria. The data collection method uses a questionnaire. Data analysis techniques in this study were the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, determination coefficient test (R2), simultaneous significance test (F test), regression coefficient test and partial hypothesis test (t test). the results of this study indicate that price, brand image and product quality have a partial and simultaneous effect on the interest in purchasing a smartphone smartphone in Surakarta