Ratnasari, Magdalena (2022) Analisis Pengaruh Kualitas Produk, Citra Merek dan Promosi, Terhadap Keputusan Pembelian Smartphone Oppo(Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang ). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to analyze the effect of product quality, brand image, and promotion simultaneously on purchasing decisions for Smartphones for students of the Faculty of Economics and Business, Merdeka University, Malang; The type of research used in this research is quantitative research. The population in this study were students at the University of Merdeka Malang with a sampling technique that was purposive sample with the criteria of students using smartphones OppoThe sample in this study amounted to 100 people. The data collection technique used a questionnaire consisting of statements including indicators of product quality variables, brand image, promotions and purchasing decisions. The research instrument testing used is the validity test and the reliability test. Inferential statistical analysis used is multiple linear regression analysis, simultaneous test, partial test, coefficient of determination test and influence dominance test. The results showed that there was a simultaneous positive and significant influence on product quality, brand image and promotion variables on the purchase decision smartphones Oppo.There is a positive and partially significant effect shown by each variable of product quality, brand image and promotion on the purchasing decision smartphones OppoThe variable that has the greatest influence on the decision to buy smartphone Oppo The results of this study can be used as a reference for similar researchers in the future as a contribution to the purchase decision variable; For further researchers, it is recommended to use other variables that influence the decision to buy smartphones Oppo brand ambassadors, word of mouth and so on and increase the number of samples so that the research results are more accurate in analyzing the buying decisions smartphones Oppo

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