THE INFLUENCE OF BRAND IMAGE, PRICE AND PROMOTION ON OPPO SMARTPHONES PURCHASE DECISION

Abstract

The number of smartphone users is expected to continue to grow from 2.1 billion in 2016 to around 2.5 billion in 2019. In Indonesia alone, mobile users have reached 142% of the population, which means that every 1 person in Indonesia can have 2-3 smartphones. The X variables that were used in this study are Brand Image (X1), Price (X2) and Promotion (X3) while the Y variable in this study is Purchase Decision. This study aims to examine the influence of brand image, price and promotion on OPPO Smartphone purchase decisions. The sampling technique used was purposive sampling with the criteria: at least 17 years old, had made a purchase and used an OPPO Smartphone, and was in Bekasi. With a sample size of 150 respondents. The analysis technique used is multiple linear regression analysis and hypothesis was tested using the F test together (simultaneous) and the partial t test. The results of the analysis show that the Brand Image, Price and Promotion variables together have a significant influence on the Purchase Decision and the R Square value is 0.788, meaning that 78.8% of the Purchase Decision can be explained by Brand Image, Price and Promotion and the remaining 23.9% explained by other variables not examined. Then partially, the three independent variables consisting of Brand Image, Price and Promotion are positive and significant.