Pengaruh Gaya Hidup, Kepercayaan Merek dan Kualitas Produk terhadap Keputusan Pembelian OPPO Smartphone (Studi Kasus Mahasiswa STIE Widya Gama Lumajang)

Abstrak

Smartphone is an innovative modern mobile phone product, one of the smartphones that are innovating is OPPO Smartphone. OPPO is a global provider of electronic and technology services that brings the latest and most advanced mobile electronic devices. Currently OPPO Smartphone has become a luxury goods even become a lifestyle that is in demand all societies especially students STIE Widya Gama Lumajang. The purpose of this study is to determine the influence of lifestyle, brand trust and product quality partially or simultaneously to the decision pmbelian. The location of this research is in STIE Widya Gama Lumajang with the number of respondents 40 students who use OPPO Smartphone. The sample used in this research is using purposive sampling method. With multiple linear regression analysis method, the results showed that partially Lifestyle, Brand Trust and Product Quality variables significantly influence OPPO Smartphone purchasing decisions. From the results simultaneously shows that the variables Lifestyle, Brand Trust and Product Quality significantly influence simultaneously to the purchase decision OPPO Smartphone. With the coefficient of determination (adjusted R2) obtained by 0.751. This means that 56.4% of Purchasing Decision can be explained by independent variable that is Lifestyle, Brand Trust and Product Quality, while the rest is 43,6% Purchasing Decision influenced by other variable not examined in this research.