Pengaruh Brand Image, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian pada Produk Smartphone Oppo (Studi pada Mahasiswa UMS Surakarta)

This study aims to analyze the effect of brand image, product quality, and price on purchasing decisions on Oppo smartphone products in Surakarta. The research method used is quantitative research, with the number of the student population at Muhammadiyah University of Surakarta as much 35.773 as 100 students are taken as a sample. The sample taking technique is using the purposive sampling technique. The data collection technique is by distributing online questionnaires. Processing of data is using multiple linear regression and using the SPSS program. The results of data analysis indicate that brand image does not influence significant to purchasing decisions. Product quality variable has a significant positive effect on purchasing decisions. The variable of price does not influence significant to purchasing decisions