PENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE REALME

ANANDA, DIVA GANTHA and Mavilinda, Febria Hera (2025) PENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE REALME. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of perceived quality and brand image on purchasing decisions for Realme smartphones in Palembang City. The method used in this study is a survey with a quantitative approach, involving 100 respondents who are Realme smartphone users. Data were collected through a questionnaire that measured the variables of perceived quality, brand image, and purchasing decisions. The results of the analysis show that both perceived quality and brand image have a positive and significant influence on purchasing decisions. In addition, brand image is proven to be a more dominant variable in influencing purchasing decisions compared to perceived quality. These findings provide important insights for companies in formulating effective marketing strategies to increase product appeal in a competitive market.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Perceived Quality, Brand Image, Purchase Decision
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Ananda Diva Gantha
Date Deposited:	19 Jun 2025 04:14
Last Modified:	19 Jun 2025 04:14
URI:	http://repository.unsri.ac.id/id/eprint/175772

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