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All Journal Jurnal Geografi : Media Informasi Pengembangan dan Profesi Kegeografian Majalah Geografi Indonesia Jurnal Penelitian dan Pengembangan Pertanian Jurnal Manajemen Dan Kewirausahaan
Muh Taufik
Balai Pengkajian Teknologi Pertanian Sulawesi Selatan
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Earth & Planetary Sciences

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Journal : Jurnal Manajemen Dan Kewirausahaan

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PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI KOTA KENDARI Lery, Mega; Zaid, Sudirman; Isalman, Isalman; Panjaitan, Feliks Anggia Binsar Kristian; Taufik, Muh
Jurnal Manajemen dan Kewirausahaan Vol 16, No 1 (2024)
Publisher : Jurusan Manajemen, Fakultas Ekonomi dan Bisnis Universitas Halu Oleo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55598/jmk.v16i1.47056

Abstract

This study aims: (1) To determine the effect of brand image, price, and product quality of Oppo Smartphone users in Kendari City. (2) To determine the effect of brand image of Oppo Smartphone users in Kendari City. (3) To determine the effect of the price of Oppo Smartphone users in Kendari City. (4) To determine the effect of user product quality Oppo Smartphone ini Kendari City. The population in this study is all Kendari City residents who buy and use Oppo Smartphone products themselves, while the sample is 80 respondents using the Hair formula. The data collection method is using a questionnaire. This research technique uses multiple regression analyses. The results of this study indicate that: (1) Brand image has no significant effect, while price and product quality have a positive and significant effect on purchasing decision. (2) Brand image has no significant postive effect on purchasing decisions. (2) Price has a significant positive effect on purchasing decisions. (3) Product quality has a significant positive effect on purchasing decisions.
Co-Authors Isalman, Isalman Lery, Mega Panjaitan, Feliks Anggia Binsar Kristian Rachmat Fajar Lubis Santikayasa, I Putu Santikayasa, I Putu Sulistiani Sulistiani, Sulistiani Widyastuti, Marliana Tri Zaid, Sudirman