The Influence of Product Quality, Product Design, Brand Image on Realme Smartphone Purchase Decisions

Shofif Sobaruddin Akbar, and Qristin Violinda, and Ira Setyawati, and Muhammad Rizwan, The Influence of Product Quality, Product Design, Brand Image on Realme Smartphone Purchase Decisions. Journal Of Digital Marketing and Halal Industry.

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Abstract

he level of sales of realme smartphones in the low-end and mid-range segments is still inferior to other brands. This study aims toidentify the influence of consumer purchasing decisions 29 product quality, product design, and brand image. The population in this study 21e all realme smartphone consumers.The number of samples in this study was 96 respondents. The sampling technique used was purposive sampling. The analysis tool used is SEM SmartPLS. This study explains that product quality directly influences 40.3% of purchasing decisions. Product design also directly influences 32.6% of purchasing decisions, while the brand image does not affect purchasing decisions. Therefore, brand image cannot mediate product quality and design on purchasing decisions. Product design directly affects 41.9% of brand image, and product quality directly affects 32.2%. Thus, it is necessary to pay attention to necessary these three things to increase sales.

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