Pengaruh Brand Image, Brand Awareness, Promosi, dan Persepsi Harga Terhadap Keputusan Pembelian Smartphone OPPO di Kota Purwokerto

Abstract

The purpose of this study was to analyze the partial influence of brand image, brand awareness, promotion, and price perception variables on purchasing decisions for OPPO smartphones in Purwokerto City. This type of research is quantitative research with accidental sampling technique using a sample of 110 respondents. The data analysis technique was carried out using multiple linear regression analysis methods. The results of this study indicate that brand image, brand awareness, promotion, and price perception have a positive and significant effect on purchasing decisions for OPPO smartphones in Purwokerto City. The implication of this research is that OPPO stores in Purwokerto City are expected to further increase innovation on OPPO smartphones to meet various consumer needs and references in order to attract consumer attention to buy OPPO products. It is also expected to increase brand awareness through attractive promotions and good marketing strategies, given the many competitors in the same market so that OPPO products can enter into alternative choices when buying a smartphone. In addition, OPPO stores in Purwokerto City are expected to recognize the wants and needs of consumers about smartphones so that promotions are right on target and can educate consumers that the price offered is adjusted to the quality of the smartphone.

Keywords: Brand Image, Brand Awareness , Promotion, Price Perception, Purchase Decision