Record Details

The Influence of Product Quality, Product Design, Brand Image on Realme Smartphone Purchase Decisions

Journal of Digital Marketing and Halal Industry

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Field Value
 
Title The Influence of Product Quality, Product Design, Brand Image on Realme Smartphone Purchase Decisions
 
Creator Akbar, Shofif Sobaruddin
Violinda, Qristin
Setiawati, Ira
Rizwan, Muhammad
 
Subject —
Product Quality, Product Design, Brand Image, Purchasing Decisions
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Description The level of sales of realme smartphones in the low-end and mid-range segments is still inferior to other brands. This study aims to identify the influence of consumer purchasing decisions on product quality, product design, and brand image. The population in this study were all realme smartphone consumers. The number of samples in this study was 96 respondents. The sampling technique used was purposive sampling. The analysis tool used is SEM SmartPLS. This study explains that product quality directly influences 40.3% of purchasing decisions. Product design also directly influences 32.6% of purchasing decisions, while the brand image does not affect purchasing decisions. Therefore, brand image cannot mediate product quality and design on purchasing decisions. Product design directly affects 41.9% of brand image, and product quality directly affects 32.2%. Thus, it is necessary to pay attention to these three things to increase sales.
 
Publisher Fakultas Ekonomi dan Bisnis Islam UIN Walisongo
 
Contributor —
 
Date 2021-10-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
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Format application/pdf
 
Identifier https://journal.walisongo.ac.id/index.php/JDMHI/article/view/9331
10.21580/jdmhi.2021.3.2.9331
 
Source Journal of Digital Marketing and Halal Industry; Vol 3, No 2 (2021); 121-132
2716-4802
2716-4810
10.21580/jdmhi.2021.3.2
 
Language eng
 
Relation https://journal.walisongo.ac.id/index.php/JDMHI/article/view/9331/3700
 
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Rights Copyright (c) 2021 Journal of Digital Marketing and Halal Industry
https://creativecommons.org/licenses/by-sa/4.0