Abstract
Indonesian smartphone users are growing rapidly. Oppo is one of the many smartphone manufacturers entering the Indonesian smartphone market. The purpose of this study is to explain the effect of product quality on brand image, product quality to purchase decision, brand image to purchasing decision, and role of brand image in mediating effect of product quality to purchasing decision. The theory used in this research is product quality, brand image and purchase decision. This research was conducted on consumer of Oppo smartphone which domiciled in Denpasar City. The sample size taken as many as 120 people with purposive sampling method. The analysis technique used is path analysis and sobel test. The results of the study found that product quality has a positive and significant effect on brand image. The study also found that each variable of product quality and brand image significantly positively affects purchasing decisions, in addition to the brand image also significantly mediates the relationship of product quality to purchasing decisions
 
 Keyword: product quality, brand image, purchase decisions
Highlights
The purpose of this study is to explain the effect of product quality on brand image, product quality to purchase decision, brand image to purchasing decision, and role of brand image in mediating effect of product quality to purchasing decision
The theory used in this research is product quality, brand image and purchase decision
This research was conducted on consumer of Oppo smartphone which domiciled in Denpasar City
Summary
Oppo merupakan salah satu dari sekian banyak produsen smartphone yang memasuki pasar smartphone Indonesia. Tujuan dari penelitian ini adalah untuk menjelaskan pengaruh kualitas produk terhadap brand image, kualitas produk terhadap keputusan pembelian, brand image terhadap keputusan pembelian, serta peran brand image dalam memediasi pengaruh kualitas produk terhadap keputusan pembelian.Teori yang digunakan dalam penelitian ini adalah kualitas produk, brand image dan keputusan pembelian. Penelitian ini dilakukan pada konsumen smartphone Oppo yang berdomisili di Kota Denpasar. Teknik analisis yang digunakan adalah analisis path serta uji sobel. Hasil penelitian menemukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap brand image. Penelitian ini juga menemukan bahwa masing-masing variabel kualitas produk dan brand image secara signifikan berpengaruh positif terhadap keputusan pembelian, selain itu brand image juga secara signifikan memediasi hubungan kualitas produk terhadap keputusan pembelian
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