THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON CONSUMER PURCHASE INTENTION AT PT. VIVO MOBILE COMMUNICATION

Abstract

This study aims to examine: (1) the effect of product quality on consumer purchase intention at PT. Vivo Mobile Communication; (2) the effect of price on consumer purchase intention at PT. Vivo Mobile Communication; and (3) the effect of product quality and price on consumer purchase intention at PT. Vivo Mobile Communication. The research design used was explanatory research with a quantitative descriptive approach. The study was conducted in Indonesia, and the research subjects were consumers at PT. Vivo Mobile Communication, which had purchased and used Vivo smartphones. Primary data were collected through questionnaires. Instrument testing included validity and reliability assessments. Data analysis techniques involved descriptive analysis as well as prerequisite tests, such as normality, linearity, heteroscedasticity, and multicollinearity tests. Hypothesis testing was carried out using simple regression and multiple regression analyses. The results of the study indicate that (1) product quality has a positive and significant effect on consumer purchase intention at PT. Vivo Mobile Communication; (2) price has a positive and significant effect on consumer purchase intention at PT. Vivo Mobile Communication, and (3) product quality and price together have a positive and significant effect on consumer purchase intention at PT. Vivo Mobile Communication.