PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PENGGUNA SMARTPHONE OPPO DI KLATEN

This study aims to analyze the effect of brand image, price and product quality either partially or simultaneously on consumer satisfaction of Oppo smartphone users. This research was conducted using quantitative methods. The sampling technique used is purposive sampling with a total sample of 100 respondents. Research respondents are consumers who use and buy smartphones at one of the Oppo outlets in the Klaten area, namely at Graha Phone Center, Klaten Phone Center and at Mumtaz Phone Shop.

The results showed that brand image had no significant effect on consumer satisfaction. While the price and product quality partially positive and significant effect on consumer satisfaction. The results also show that simultaneously brand image, price and product quality have a positive and significant effect on consumer satisfaction.

The results of this study indicate that product quality is the most dominant variable affecting consumer satisfaction for Oppo smartphone users.