The Role Of Brand Image In The Relationship Of Product Quality And Price Perceived On Purchasing Decisions For Oppo Smartphone Consumers

Niken Suyanti, Khuzaini Khuzaini


The purpose of this study is to determine the mediating role of brand image in the relationship between product quality and price perceived of Oppo smarthphone purchasing decisions. This research uses quantitative methods, where 110 samples were taken randomly from Oppo smartphone buyers at Lab Persada Lumajang City. Analysis was carried out with Path analysis. As the result, this research can be concluded that 1) the quality of the product has a positive and significant effects on the brand image 2) Prices perceived by consumers do not affect the smartphone purchase decision. 3) There are positive and significant effects of each brand image, product quality, and price perceived on purchasing decisions.

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