Pengaruh Word Of Mouth (Wom) Dan Brand Image Terhadap Keputusan Pembelian Smartphone Merek Oppo (Studi Kasus Pada Mahasiswa IAIS Syarifuddin Lumajang)

Abstrak

This study aims to determine the effect of Word of Mouth and Brand Image Against
Purchase Decision Smartphone Brand Oppo At Student IAIS Syarifuddin
Lumajang.Penelitian this is a quantitative research by looking for associative relationships
that are causal or research that is asking the relationship between two variables or more
and is the cause effect. The sample taken is 30 people. Sample technique used is simple
random sampling (simple random sampling).The results of this study indicate that partially
the Word of Mouth has no significant effect on the Purchase Decision, while Brand Image
Juaga significant effect on Purchase Decision. Simultaneously Word of Mouth and Brand
Image berpangaruh simultaneously to the decision to Purchase Smartphone Brand Oppo
On IAIS Syarifuddin Lumajang The limitations of this study are only Word of Mouth and
Brand Image as a factor affecting Purchase Decision, while other variables can influence
Purchase Decision. It is expected to be examined by further researchers in different
periods and internet services.