Pengaruh Brand Image Terhadap Minat Beli Smartphone Oppo Melalui Brand Equity Sebagai Variabel Intervening (Studi Pada Konsumen Smartphone Oppo Tiga Putra Malang)

Abstract

Abstract

This research was conducted with the aim of: 1) To analyze the direct influence of brand image (brand image) on Oppo smartphone brand equity. 2) To analyze the direct effect of brand image on the Oppo smartphone's buying interest. 3) To analyze the direct effect of equity equity on Oppo smartphone buying interest. 4) To analyze the effect of brand image on Oppo smartphone buying interest through brand equity as an intervening variable. This type of research is explanatory. The data used are primary data, obtained by questionnaire technique. The population that is the object of this study is the Oppo smartphone consumers as many as 152 respondents. The sample selection was taken using the Slovin formula and found a total sample of 110 respondents.

To solve the problem in this study, using a validity test, reliability test, normality test, path analysis, hypothesis testing. Data analysis results show that: Brand image has a significant and positive direct effect on brand equity, consumer buying interest. Brand equity has a significant and positive direct effect on buying interest by consumers. Brand Keywords: Brand Image, Purchase Interest, Brand Equity, Intervening Variables image that has an indirect effect on consumer buying interest with brand equity as an intervening variable.

Keywords: Brand Image, Purchase Interest, Brand Equity, Intervening Variables