THE IMPACT OF PRODUCT QUALITY, PRICE AND BRAND IMAGE ON CUSTOMER BUYING DECISIONS (A CASE STUDY OF HUAWEI SMARTPHONE IN JAKARTA)

Abstract

With the rapid economic growth and the continuous improvement of people’s living standard. The smartphone has became part of our lives. Therefore, it is very important for the smartphone vendor that how to let their product satisfy the customer’s need and meet, there are so many factors to effect customers buying decision, which is about product quality, price, brand image and more. In this study, it aims to research the factors that influence the consumer buying decision of Huawei smartphone. The research takes product quality, price and brand image to examine. And the study uses the quantitative research method to do this research and through the paper test to collect data in Central Jakarta. The samples of this study is 160 people. Based on the SPSS 16.0 multiple regressions analysis, the result of the study is that product quality have no impact on consumer buying decision, price have impact on consumer buying decision and brand image have impact on consumer buying decision.