PENGARUH IKLAN, PERSEPSI HARGA DAN CITRA MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI KOTA SEMARANG

Abstract

This study aims to analyze the influence of advertising, price perception and brand image on purchasing decision process of Oppo smartphones in the city of Semarang. The sample used in this study was 96 respondents with a sampling technique using purposive sampling method. The data used are primary data, then analyzed by SPSS through an instrument test in the form of validity and reliability tests. Then tested with multiple linear regression, testing the research model in the form of test coefficient of determination (R2) and F test, and hypothesis testing in the form of t test. Based on data analysis and hypothesis testing the results show that the advertising variable partially has a positive and significant effect on purchasing decision process. Variable price perception has a positive and significant effect on purchasing decision process. Brand image variables have a positive and significant effect on purchasing decision process.