PRODUCT QUALITY AND BRAND IMAGE IN DETERMINING THE INTEREST OF WIDYATAMA UNIVERSITY STUDENTS USING IPHONE
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Date
2020
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Solid State Technology Volume: 63 Issue: 3
Abstract
In this study revealed that there is a gap between the high levels of smartphone usage in
Indonesia, but iPhone sales have even declined, a case study conducted on Widyatama University students.
This study aims to determine whether product quality and brand image have an effect in determining the
interests of Widyatama University students using an iPhone. The factors tested in this study are product
quality and brand image as an independent variable, while buying interest as the dependent variable. The
research method used is descriptive method, with data collection techniques through observation and
questionnaire distribution. The population in the study were Widyatama University students with a sample
of 148 respondents. Data analysis uses Path Analysis. The results showed that the two independent variables
namely product quality and brand image had no effect in determining the interests of students at Widyatama
University using the iPhone.
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Keywords
Product Quality, Brand Image, Buying Interest