PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG A12

This study aims to examine and analyze the effect of product quality on purchasing decisions and brand image on purchasing decisions of Samsung Smartphones. The population in this study is Samsung Smartphone consumers with the number of samples used in 108 consumers. Characteristics of respondents who first bought and used a Samsung Smartphone and respondents who used the Samsung A12 Smartphone. The sampling technique used snowball sampling and the research time was in 2022. The data collection technique used an online questionnaire through social media. The analysis tool uses SPSS. The results of this study indicate that there is a positive and significant effect of product quality on purchasing decisions, the brand image on purchasing decisions, and product quality with the most dominant influence on purchasing decisions for the Samsung A12 Smartphone