PURCHASE DECISION ANALYSIS BASED ON PROMOTION, BRAND IMAGE AND PRODUCT QUALITY ON CUSTOMER OF INDONESIA

Abstract

Now the competition in the mobile phone industry is becoming more and more fierce, the mobile phone market in China is approaching saturation. Many Chinese brand manufacturers have sold their mobile phones to overseas markets. Indonesia is also an important market for Chinese-branded mobile phones. In this research analysis, the researchers used promotion, brand image and product quality as the independent variables, the customer purchase decision as the independent variable. The researcher used the quantitative analysis, and the researchers used SPSS 20 to analyze the data after collecting the data. The total number of respondent data is 268, The useful respondent data is 233. The researcher use the T-test to analysis the data, The significance result of promotion is 0.023, brand image is 0.001 and product quality is 0.00, three of them are lower than 0.05. The researcher also us F-test to analysis, the significance result of F-test is 0.00, which is also lower than 0.05. The result of adjusted R square 0.566, and the factor ratio in this research is 56.6%, others are 43.4%. So from the data analysis the researcher could get conclusion that the promotion, brand image and product quality have a significant influence on consumers of Indonesia purchase Huawei smartphones.