PENGARUH KUALITAS PRODUK DAN IKLAN TERHADAP CITRA MEREK PADA HANDPHONE MEREK OPPO DI KOTA SAMARINDA --

ABSTRACT
Novianti Palelleng, Department of Business Administration, Samarinda State Polytechnic, Batutumonga, 5 November 1998. Influence of Product Quality and Advertising on Brand Image on Oppo Brand Phones in Samarinda City.Mentor I Ibu Kristin Wulansari, S.E., M.M Pembing II Mr. Gabriel Gaja Tukan, S.H., M.Hum. This study aims to find out whether the quality of products and advertisements has a significant effect on brand image on Oppo brand phones in samarinda city. The study consisted of three variables of Product Quality (X1), Advertising (X2) and Brand Image (Y). The population in this study was users of Oppo brand mobile products in the city of Samarinda with a sample of 100 respondents selected using convenience sampling techniques or sample criteria that are < 20- > 40 years. The analysis tool used in this study used SPSS 19. Based on hypothesis testing that has been done, it was obtained that the quality of products and advertisements had a positive and significant effect on the brand image. Keywords: Product Quality, Advertising, Brand Image