Pengaruh Kualitas Produk dan Reputasi Merek Terhadap Minat Pembelian Smartphone Import Samsung Di Kota Jakarta Timur

Authors

  • Rousdy Safari Tamba Institut Ilmu Sosial dan Manajemen STIAMI
  • Puteri Gama Tasya Chandrika Institut Ilmu Sosial dan Manajemen STIAMI

DOI:

https://doi.org/10.31334/jambis.v3i1.3062

Keywords:

Product Quality, Brand Reputation, Purchase Interest

Abstract

The study aims to determine how much influence product quality and brand reputation have on purchase interest for imported smartphones of Samsung in East Jakarta. The research method used was descriptive quantitative research method. The sampling technique in this study used the Simple Random Sampling. The sample in this study consisted 100 people. The data obtained were processed by multiple linear regression analysis. The results of this study show that product quality has a partial effect of 29.9% on purchase interest, brand reputation has a partial effect of 30.7% on purchase interest, and product quality and brand reputation have a simultaneous effect of 33.8% on purchase interest. While the remaining 66,2% is influenced by other variables not examined in this study

References

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Published

2023-02-28

Issue

Vol. 3 No. 1: Februari 2023

Section

Articles

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