Pengaruh Brand Image, Harga, Dan Word Of Mouth Terhadap Keputusan Pembelian Smartphone Merek Oppo Di Lumajang

Abstract

Along with the times, smartphone users are increasing every year and causing competition in the smartphone world to be increasingly tight and competitive. This requires companies to always innovate because consumer behavior is always changing according to existing developments. This study aims to determine the effect of brand image, price, and word of mouth on purchasing decisions for OPPO smartphones in Lumajang. This research is quantitative research. The sampling technique is purposive sampling with a total of 95 respondents. The data analysis method used is multiple linear regression analysis with t test and coefficient of determination (R²). The results of this study indicate that price and word of mouth have a significant effect on purchasing decisions. Meanwhile, brand image has no significant effect on purchasing decisions. The results of the coefficient of determination (R²) show that 34.2% of purchasing decisions can be explained by brand image, price, and word of mouth, while the remaining 65.8% of purchasing decisions are influenced by other variables not examined in this study, namely product quality, celebrity endorser and others