Product Quality, Brand Image and Life Style Towards Purchase Decisions for Oppo Brand Smartphones

samsuranto, samsuranto and rudi, hartono (2021) Product Quality, Brand Image and Life Style Towards Purchase Decisions for Oppo Brand Smartphones. In: The Strategy of Creative Economy Development Through Small Business and Culture.

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Official URL: http://proceedings.itbwigalumajang.ac.id/index.php...

Abstract

The emergence of smartphones is one of the impacts of technological development. OPPO is one of the most popular electronic and technology service providers in the community. smartphones OPPO brandhave good product quality, brand image known to the public and smartphones are OPPO brandable to influence people's lifestyles. The purpose of this research is to knoweffect of Product Quality, Brand Image and Life Style partially or simultaneously theon Purchasing Decisions. The subject or location in this study is in Khally V Cell Candipuro, with 60 respondents using thesmartphone OPPO brand. The sampling method used in this study was purposive sampling. The data analysis technique used in this study is multiple linear regression analysis. The results showed that partially product quality andvariables life style significantly influence purchasing decisions. As for thevariable, it brand image does not significantly influence purchasing decisions. The results simultaneously show that the product quality,variables brand image and life style have a simultaneous effect on purchasing decisions. With detrminas coefficient (R2)of 55.3% shows the influence of the independent variables on purchasing decisions, while the remaining 44.7% of purchase decisions are influenced by other variables not examined in this study.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HB Economic Theory
Depositing User:	Mr rouf abdur
Date Deposited:	02 Aug 2022 02:36
Last Modified:	02 Aug 2022 02:43
URI:	http://repository.itbwigalumajang.ac.id/id/eprint/1625

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