Pengaruh ekuitas merek, harga, dan kualitas produk terhadap keputusan pembelian konsumen produk smartphone Oppo (studi kasus seluruh pengguna smartphone Oppo di Kota Yogyakarta)
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Institusion

Universitas Ahmad Dahlan

Author

Hidayat, Rahmat

Subject

HC Economic History and Conditions 

Datestamp

2024-07-06 01:13:05 

Abstract :
This study aims to "analyze brand equity, price, and product quality on purchasing decisions for Oppo smartphone users. The population in this study are people who use Oppo smartphones in Yogyakarta City. The sample in the study was 100 respondents. This research uses a quantitative approach. The data collection method uses a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple linear regression T test and F test. The results of this study indicate that brand equity has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions and brand equity, price, and product quality have a significant effect on purchasing decisions simultaneously. The R square value of 0,834 indicates that the ability of the independent variables to explain the variation in the dependent variable is 83.4% and the remaining 16.6% is explained by variables outside the research model." 

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