The quality of the product felt

Oct 13, 2025 by wbrum.org 110 views

Effect of Product Quality and Brand Image on Samsung Smartphone Purchasing Decisions in Medan

The rapid development of communication technology in Indonesia has opened up opportunities for local and international products to compete in the market. The increasing demand for communication devices that meet the tastes and technological advancements of the community has encouraged companies to continuously improve the quality of their products and brand images. One of the communication products that has managed to capture the public's attention is Samsung smartphone. As a result, this study aims to investigate the effect of product quality and brand image on the purchasing decisions of Samsung smartphones in Medan.

Background of the Study

The increasing competition in the market has led to a significant increase in the number of communication products available to consumers. This has made it challenging for companies to differentiate their products and stand out in the market. As a result, companies have had to focus on improving the quality of their products and building a strong brand image to attract and retain customers. Samsung smartphone is one of the communication products that has managed to achieve this by offering high-quality products that meet the needs and expectations of consumers.

Methodology

This study uses an associative method with a quantitative approach to analyze the relationship between product quality, brand image, and purchasing decisions. The population of this study consists of active students of Universitas Sumatera Utara (USU) FISIP, with a sample of 83 students majoring in business administration selected using non-probability sampling techniques. Data was collected through a questionnaire and analyzed using the validity and reliability test of the instrument, classic assumption test, and multiple regression analysis with the help of SPSS 16.0 for Windows.

Results

The results of the simultaneous regression analysis show that there is a significant influence between product quality and brand image on purchasing decisions. This means that if the quality of the product and brand image increases, then the purchasing decision will also increase. However, the partial regression analysis shows that brand image does not significantly affect purchasing decisions. This suggests that brand image is only a supporting factor in the purchasing decision process.

Further Analysis

The results of this study indicate that product quality has a more dominant role than brand image in influencing the purchasing decisions of Samsung smartphones in Medan. This can be explained by several factors:

The quality of the product felt: Samsung smartphone is known for its good product quality, such as battery life, camera performance, and attractive design. This is a major consideration for consumers in choosing a smartphone.
Trust in Brand: Although the brand image does not have a partial significant effect, Samsung's brand image remains a supporting factor. Consumers have confidence in the Samsung brand, which is built through consistent product quality and growing innovation.
Other factors that influence purchasing decisions: Other factors that influence purchasing decisions, such as prices, promos, and recommendations from friends or family, also need to be considered.

Implications for Marketers

This study has several implications for Samsung smartphone marketers:

Focus on product quality: Marketers must continue to improve the quality of the product to meet consumer expectations.
Building a positive brand image: Building a positive and trusted brand image will be a supporting factor in encouraging purchasing decisions.
Considering other factors: Marketers need to consider other factors that influence purchasing decisions, such as prices, promos, and recommendations from friends or family.

Conclusion

This study shows that product quality has a significant influence on Samsung smartphone purchasing decisions in Medan. Brand image, although it does not partially affect, remains a supporting factor in the purchasing decision process. Marketers must focus on improving product quality and building a positive brand image in order to continue to compete in competitive markets.

Recommendations

Based on the findings of this study, the following recommendations are made:

Samsung smartphone marketers should focus on improving product quality: Marketers should continue to improve the quality of the product to meet consumer expectations.
Building a positive brand image: Marketers should build a positive and trusted brand image to support purchasing decisions.
Considering other factors: Marketers should consider other factors that influence purchasing decisions, such as prices, promos, and recommendations from friends or family.

Limitations of the Study

This study has several limitations, including:

Sample size: The sample size of this study is relatively small, which may limit the generalizability of the findings.
Sampling method: The non-probability sampling method used in this study may introduce bias into the sample.
Data collection method: The questionnaire used in this study may not capture all the relevant information about product quality and brand image.

Future Research Directions

This study provides several directions for future research, including:

Investigating the effect of product quality and brand image on purchasing decisions in other markets: This study only investigated the effect of product quality and brand image on purchasing decisions in Medan. Future research should investigate the effect of product quality and brand image on purchasing decisions in other markets.
Examining the role of other factors in influencing purchasing decisions: This study only examined the role of product quality and brand image in influencing purchasing decisions. Future research should examine the role of other factors, such as prices, promos, and recommendations from friends or family, in influencing purchasing decisions.

References

[List of references cited in the study]

Appendix

[Appendix containing additional information, such as the questionnaire used in the study]
Q&A: Effect of Product Quality and Brand Image on Samsung Smartphone Purchasing Decisions in Medan

In our previous article, we discussed the effect of product quality and brand image on Samsung smartphone purchasing decisions in Medan. In this article, we will answer some of the frequently asked questions related to this topic.

Q: What is the significance of product quality in influencing purchasing decisions?

A: Product quality is a crucial factor in influencing purchasing decisions. It refers to the features, performance, and overall quality of a product that meets the needs and expectations of consumers. In the case of Samsung smartphones, product quality includes features such as battery life, camera performance, and attractive design.

Q: How does brand image influence purchasing decisions?

A: Brand image refers to the perception of a brand by consumers, including its reputation, values, and personality. In the case of Samsung, brand image is built through consistent product quality, growing innovation, and a strong brand identity. Although brand image does not have a partial significant effect on purchasing decisions, it remains a supporting factor in encouraging purchasing decisions.

Q: What are the implications of this study for Samsung smartphone marketers?

A: The study has several implications for Samsung smartphone marketers. Firstly, they must continue to improve the quality of the product to meet consumer expectations. Secondly, they should build a positive and trusted brand image to support purchasing decisions. Finally, they should consider other factors that influence purchasing decisions, such as prices, promos, and recommendations from friends or family.

Q: What are the limitations of this study?

A: This study has several limitations, including a relatively small sample size, a non-probability sampling method, and a questionnaire data collection method. These limitations may introduce bias into the sample and limit the generalizability of the findings.

Q: What are the future research directions based on this study?

A: This study provides several directions for future research, including investigating the effect of product quality and brand image on purchasing decisions in other markets, examining the role of other factors in influencing purchasing decisions, and exploring the impact of social media on purchasing decisions.

Q: How can consumers make informed purchasing decisions when it comes to Samsung smartphones?

A: Consumers can make informed purchasing decisions by considering several factors, including product quality, brand image, prices, promos, and recommendations from friends or family. They should also research the product and read reviews from other consumers to get a better understanding of the product's features and performance.

Q: What are the key takeaways from this study?

A: The key takeaways from this study are that product quality has a significant influence on Samsung smartphone purchasing decisions in Medan, brand image is a supporting factor in encouraging purchasing decisions, and marketers should focus on improving product quality and building a positive brand image to continue to compete in competitive markets.

Q: How can businesses apply the findings of this study to their marketing strategies?

A: Businesses can apply the findings of this study to their marketing strategies by focusing on improving product quality, building a positive brand image, and considering other factors that influence purchasing decisions. They should also conduct market research to understand the needs and expectations of their target audience and tailor their marketing strategies accordingly.

Q: What are the implications of this study for the marketing industry as a whole?

A: The study has implications for the marketing industry as a whole, highlighting the importance of product quality and brand image in influencing purchasing decisions. It also emphasizes the need for marketers to consider other factors that influence purchasing decisions and to conduct market research to understand the needs and expectations of their target audience.