Pengaruh International Brand Image dan Kualitas Produk terhadap Keputusan Pembelian (Survei pada Pemilik Smartphone Lenovo di Kawasan Asia Tenggara)

摘要

This study aims to determine how much influence caused by the International brand image And product quality to consumer purchasing decisions on Lenovo smartphone products. This research uses explanatory research method that aims to explain or test the variables studied. This study used a sample of 113 respondents which is the buyer and owner of Lenovo smartphones in 5 Southeast Asian countries. Multiple linear regression analysis is an analytical technique used in this study, with the result of a significant influence simultaneously by both independent variables studied to the purchase decision. Partial analysis on International brand image variables get insignificant results even with positive values, meaning that the influence caused by International brand image is only small or can not be the main factor to increase consumer confidence in purchasing. Another partial test indicates that the effect produced by product quality variables has a significant result, meaning that by improving the quality of the product it also increases consumer confidence to buy a Lenovo smartphone.