Pengaruh Gaya Hidup, Citra Merek, Dan Harga Terhadap Keputusan Pembelian Smartphone Oppo (Studi Kasus Pada Mahasiswa Unisma Manajemen FEB Pengguna Smartphone Oppo)

Abstract

Abstract

 

The purpose of this study was to analyze the influence of lifestyle, brand image, and price as mediating variables on OPPO smartphone purchasing decisions. This research uses quantitative methods by collecting data through a questionnaire. The population in this study were management students of the Faculty of Economics and Business Unisma, batch 2016. The sampling technique used a direct questionnaire method. A sample of 84 respondents with a questionnaire collection technique. The data analysis technique used in this study was purposive sampling technique

The results of this study indicate that (1) lifestyle and purchase decisions with the t test results of significant effect decision purchase. (2) brand image and purchasing decisions with t test results of significant effect decision purchase. (03) Prices and purchase decisions with t test results of significant effect decision purchase. Based on the results of the data processing that has been described, it can be concluded that lifestyle, brand image, and price have a simultaneous or positive effect on the purchase decision of an OPPO smartphone.

 

Keywords: Lifestyle, Brand Image, Price, Purchase Decision.