Ruspandi, Ruspandi (2024) Pengaruh Harga, Kualitas Produk, Dan Inovasi Produk, Terhadap Minat Beli Smartphone Oppo. (Studi Kasus di Dusun Panjalin, Desa Sokobanah Daya, Kecamatan Sokobanah, Kabupaten Sampang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The research aims to find out the impact of price, product quality, and product innovation on the interest in buying oppo smartphones. (case studies in hamlet panjalin, village sokobanah daya, subdistrict sokobnah, regency sampang) the sample used in is society in hamlet panjalin, village sokobanah daya, subdistrict sokobanah, regency sampang. who have ever bought or used an oppo smartphone. The sampling technique employed in this study utilized the Cochran method to determine the sample size in the area. Data collection was conducted using a Likert scale questionnaire. The analysis method employed in this research was multiple linear regression analysis using SPSS software. The results of the multiple linear regression analysis indicated that the variables of price, product quality, and product innovation have a positive and significant impact on purchase intention. Furthermore, the computed F-value > F-table indicated that the variables of price, product quality, and product innovation collectively have a positive and significant impact on purchase intention. The Adjusted R Square value indicated that the variables of price, product quality, and product innovation contributed a higher percentage compared to other variables not examined in this study. The dominant influential variable was price, as it had the largest coefficient among product quality and product innovation.

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