Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Smartphone
Abstract
Keputusan pembelian smartphone merupakan hal yang penting dan kompleks bagi konsumen di era digital saat ini. Konsumen dihadapkan pada berbagai pilihan merek dan model smartphone yang berbeda, sehingga mereka harus mempertimbangkan berbagai faktor sebelum membuat keputusan pembelian. Kualitas produk dan citra merek merupakan faktor penting dalam mempengaruhi keputusan pembelian konsumen. Penelitian ini dilakukan dengan metode penelitian kepustakaan (library research) yaitu serangkaian penelitian yang berkenaan dengan metode pengumpulan data pustaka. Hasil ini juga menunjukkan bahwa model penelitian ini yaitu variabel Citra Merek dan Kualitas Produk memiliki hubungan yang cukup kuat, artinya Citra Merek, Kualitas Produk dan variabel Keputusan Pembelian memiliki keterkaitan yang kuat dan dapat dimanfaatkan dengan baik untuk meningkatkan Keputusan Pembelian secara signifikan. Kualitas produk serta citra merek mempengaruhi tingkatan kepuasan konsumen pengguna smartphone. Kualitas produk yang baik hendak menaikkan tingkat kepuasan pelanggan sebab produk tersebut sanggup memenuhi kebutuhan ataupun harapan konsumen. Tidak hanya itu, citra merek yang kuat pula berfungsi berarti dalam membentuk anggapan positif pada benak konsumen mengenai suatu brand.
Kata kunci : Kualitas Produk, Citra Merek dan Kepuasan KonsumenReferences
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