Septian Putra, Gian Aptana (2025) Pengaruhcitra merek, kualitas produk, dan persepsi harga terhadap keputusan pembelian smartphone OPPO Pada mahasiswa Prodi Manajemen Universitas 17 Agustus 1945 Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Purchase decisions are a crucial aspect of marketing, especially in the highly competitive smartphone industry. However, uncertainty remains regarding which factors significantly influence consumers' purchasing choices, particularly among university students. This study aims to examine the influence of brand image, product quality, and price perception on the purchase decision of OPPO smartphones. The research focuses on students of the Management Study Program at the University of 17 August 1945 Surabaya, class of 2023-2024. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 85 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the help of SPSS 25 software. The results show that all three independent variables brand image, product quality, and price perception simultaneously have a significant influence on purchase decisions. Partially, brand image and product quality have a positive and significant effect, while price perception emerged as the most dominant factor influencing the decision to purchase an OPPO smartphone. These findings highlight the importance for OPPO to maintain a consistent brand image, improve product quality, and offer competitive pricing to attract and retain consumers. Keywords: purchase decision, brand image, product quality, price perception, OPPO smartphone
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Depositing User: | 1212100148 Gian Aptana Septian Putra |
| Date Deposited: | 02 Jul 2026 10:08 |
| Last Modified: | 02 Jul 2026 10:08 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/42122 |
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