ANALISIS VARIABEL ANTESEDEN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO

Suhasdiko, Sulih Ajeng (2020) ANALISIS VARIABEL ANTESEDEN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

ABSTRACT Information technology is one of the connecting media to help and facilitate every human activity. Information technology is the technology used to process data. In fact, communication media can function to facilitate the delivery of messages or information. The phenomenon currently occurring in the Oppo company is product innovation, previously Oppo still had some financial resources, namely Oppo products still using keyboard keys. In terms of brand image, the previous Oppo company had a disadvantage, namely that it was still inferior to the Samsung company. Sales promotions carried out by the previous Oppo company still had shortcomings, namely marketing too many series of products. However, as time goes by, Oppo starts to improve itself so that it can increase its sales, by reducing the smartphone series and concentrating on two series lines, so that vendors will not be confused about promoting products because the products being marketed are not too many. The purpose of this research is to prove and analyze the effect of product innovation, brand image, sales promotion partially and simultaneously on purchasing decisions for Oppo smartphones at 17 August 1945 University Surabaya. The type of data used in this research is qualitative data. The sampling technique in this study is nonprobability sampling. Sampling was taken using accidental sampling method, namely sampling which was done by chance. Data collection was carried out by distributing questionnaires. The number of samples used in this study were 100 respondents. The data analysis tool of this research is multiple linear regression analysis, t test, F test and determination analysis (R2). The results showed that the variable product innovation, brand image, sales promotion partially and simultaneously had a significant effect on purchasing decisions for Oppo smartphones at 17 August 1945 University Surabaya. Based on the analysis of determination, the results obtained (R2) of 0.129 means that the contribution of product innovation variables, brand image and sales promotion to changes in the ups and downs of purchasing decisions for Oppo smartphones at 17 August 1945 University Surabaya is 12.9%, while the remaining 87.1% is influenced by factors cultural, social, personal and psychological. Keywords: Product Innovation, Brand Image, Sales Promotion, Purchase Decision, Untag

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