Analisis Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Smartphone Merek OPPO Di Kota Palembang

This study aims to determine how much influence price, product quality, and brand image have on purchasing decisions in purchasing Oppo brand smartphones in Palembang City. The data collection technique used a questionnaire. The data analysis technique used descriptive statistics and multiple liner regression analysis. The hypothesis was tested using the t test and F test. The results of this study can be concluded using the t test that the variable product quality has a negative and insignificant effect, so it does not affect purchasing decisions. For price and brand image variables have a positive and significant effect, so that they affect purchasing decisions. Using the multiple linear regression data method Y = 7,109+ 0.547H - 0.025KP + 0.357CM. With the coefficient of determination (R Square) of 0.547, it means 54.7%. Keywords : Price, Product Quality, Brand Image and Purchase Decisio