PRODUCT QUALITY AND BRAND IMAGE IN DETERMINING THE INTEREST OF WIDYATAMA UNIVERSITY STUDENTS USING IPHONE

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dc.contributor.authorKaniawati, Keni
dc.contributor.authorWildan
dc.date.accessioned2021-02-18T03:57:48Z
dc.date.available2021-02-18T03:57:48Z
dc.date.issued2020
dc.description.abstractIn 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.en_US
dc.identifier.issn0038-111X
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12615
dc.language.isoenen_US
dc.publisherSolid State Technology Volume: 63 Issue: 3en_US
dc.subjectProduct Qualityen_US
dc.subjectBrand Imageen_US
dc.subjectBuying Interesten_US
dc.titlePRODUCT QUALITY AND BRAND IMAGE IN DETERMINING THE INTEREST OF WIDYATAMA UNIVERSITY STUDENTS USING IPHONEen_US
dc.typeArticleen_US
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