PENGARUH KEWAJARAN HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI KOTA MALANG

This research was conducted on consumers who use and buy Samsung smartphones who make purchases in Malang City and with 147 respondents. This study aims to determine and analyze the effect of Price Fairness, Product Quality, and Brand Image on Purchasing Decisions for Users and Buyers of Samsung smartphones in Malang City. This research uses quantitative methods. The sample technique used in this study was Accidental Sampling. Data collection in this study using a questionnaire. The data analysis technique uses a scale range, multiple linear regression analysis, and SPSS 21 analysis tools. The results of the calculation of this scale range show that the purchasing decisions that occur are in the moderate category. And the results showed that Price Fairness has a positive and significant effect on Purchasing Decisions, Product Quality has a positive and significant effect on Purchasing Decisions, and Brand Image has a positive and significant effect on Purchasing Decisions.