Pengaruh Brand Image Atribut Produk Dan Harga Terhadap Keputusan Pembelian Smartphone Realme Di Kota Surakarta

This study aims to examine the effect of brand image, product attributes and prices on purchasing decisions for Realme smartphones in Surakarta City. This research is motivated by the increasing use of smartphones in recent years. This type of research is a quantitative research where data collection is in the form of numbers and uses statistical analysis. The population in this study is people who intend to have a new smartphone. The sample in this study amounted to 100 people using the Lemeshow formula and the sampling technique used was purposive sampling technique. Data collection through the distribution of online questionnaires through the Google form platform. The samples that have been obtained were analyzed using quantitative analysis including validity and reliability tests, classical assumption test, hypothesis testing through t test and F test, coefficient of determination test (R2) and multiple linear regression analysis test. The results of this study indicate that the variable brand image, product attributes, and price simultaneously have a positive and significant effect on purchasing decisions for Realme smartphones in the city of Surakarta. Partially, the brand image variable has a positive and significant effect on purchasing decisions, the product attribute variable has a positive and significant effect on purchasing decisions, and the price variable has a positive and significant effect on purchasing decisions. The dominant variable in influencing the decision to purchase a Realme smartphone in Surakarta is the brand image variable, this is evidenced by the coefficient value of the brand image variable which is the largest of the other variables