PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI SMARTPHONE VIVO PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS ADVENT INDONESIA

(Study Kasus Fakultas Ekonomi Angkatan 2019)

Abstract

On qualty  products with a good brand image, making people glance at a company this research was conducted to determine the effect on buying interest in vivo smartphone. This study uses a case study on economics students at advent indonesia university. The data collection uses a questionnaire and is distributed via google forms, as many as 60  respondents who have answered are unai economic students. Judging from the results that have been obtained brand image has an influence on buying interest. Supported by the t test of 3,052 t > 2,002 the results of the table and obtained a significant result of 0,0003. Product quality also has partial influence. This is corroborated by the results of the t test of 3,294 >the table of results of 2,002 and the signigicant result of 0,002. Simultaneously, brand image and produt quality affect buying interest. This statement with the results of the f test count 57,066> the value of f table: 3.1 and 0,000 <0,05