Pengaruh Kualitas Produk, Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian Smartphone Oppo pada Mahasiswa Fakultas Eknonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. (The Influence of Product Quality, Price Perception and Brand Image on Oppo Smartphone Purchasing Decisions among Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya.)

Haryanto, Aditya Purwo (2023) Pengaruh Kualitas Produk, Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian Smartphone Oppo pada Mahasiswa Fakultas Eknonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. (The Influence of Product Quality, Price Perception and Brand Image on Oppo Smartphone Purchasing Decisions among Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya.). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In the current era of globalization, the need for smartphones is very high. This need is not only for long distance communication, but also as a human entertainment need. The public's high need for smartphones makes smartphone manufacturers compete to launch various smartphone brands with sophisticated features at varying prices. With so many smartphone brands to choose from, consumers always have many choices before deciding to buy a smartphone, whether in terms of quality, perceived price, or whether the brand is trusted. This research aims to obtain results from the influence of product quality, price perception and brand image on OPPO smartphone purchasing decisions. Determining the sample in this study used the Purposive Sampling method with a sample of 100 respondents. Then data from respondents was processed using SPSS software. The sample used in this research were students from the Faculty of Economics and Business, University of 17 August 1945 Surabaya who used OPPO smartphones. The results of data processing obtained results in the coefficient of determination test (adjusted R2) of (0.422). It can be concluded that the independent variables of product quality, price perception and brand image can influence the independent variable of purchasing decisions by 42.2%. Meanwhile, the remaining 57.8% is influenced by other variables outside the research model. The results of the F test (simultaneous) show that the influence of product quality, price perception and brand image together have a significant effect on purchasing decisions with a significant value (0.000 < 0.05). The results of the t test (partial) show that product quality has a significant effect on purchasing decisions with a significant value (0.001 < 0.05), price perception has a significant effect on purchasing decisions with a significant value (0.027 < 0.05) and brand image has a significant effect on purchasing decisions with a significant value (0.014 < 0.05). Based on the results of the t test, it can be concluded that the variables of product quality, price perception and brand image partially influence purchasing decisions.

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