Azani Putra Rohmat, Setya (2025) PENGARUH WORD OF MOUTH, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO DI SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
OPPO is one of the smartphone brands from China that has succeeded in occupying a strategic position in the global market, including in Indonesia. Since its presence in the Indonesian market in 2013, OPPO has continued to experience significant growth through various marketing strategies, technological innovations, and aggressive market penetration. In Surabaya, as one of the largest metropolitan cities in Indonesia, The results of this study are that simultaneously or together the variables Word Of Mouth, Price Perception and Product Quality have an effect on Purchase Decisions for OPPO Brand Smartphones in Surabaya, this is evidenced by the results of the F test which shows the calculated F value> F table, namely 47.993> 2.70 with a significant level of 0.000 <0.05, then a significant value is obtained. Partially, the Word Of Mouth variable has a significant influence on the Purchase Decision of OPPO Brand Smartphones in Surabaya, this is proven by the t-test obtained a value of 4.075> 1.985 and a sig. 0.05. Partially, the price perception variable has a significant influence on the Purchase Decision of OPPO Brand Smartphones in Surabaya, this is proven by the t-test obtained a value of 2.362> 1.985 and a sig. 0.05. Partially, the Product Quality variable has a significant influence on the Purchase Decision of OPPO Brand Smartphones in Surabaya, this is proven by the t-test obtained a value of 2.345> 1.985 and a sig. 0.05
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Word Of Mouth, Price Perception, and Product Quality |
| Subjects: | Z Bibliography. Library Science. Information Resources > Z004 Books. Writing. Paleography |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212100004 SETYA AZANI PUTRA ROHMAT |
| Date Deposited: | 30 Jun 2026 03:10 |
| Last Modified: | 30 Jun 2026 03:10 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/44533 |
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