PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP MINAT BELI ULANG SMARTPHONE VIVO ( STUDI KASUS MAHASISWA BUNG HATTA )

Abstract

This study examines product quality, service quality, and brand image on the intention to repurchase Vivo smartphones (case study of Bung Hatta students). In this study, the number of samples was eighty respondents, the data collection method used was purposive sampling. The research method used was multiple linear regression, R test, F-Statistic test and T-statistical test, with the help of the PLS program. The results of the study found that product quality partially had a positive and significant effect on repurchase interest, while service quality and brand image had no effect on Vivo smartphone repurchase intention (case study of Bung Hatta university students). Keywords: Product Quality, Service Quality, Brand Image, Repurchase Interest