Jurnal Ilmiah Manajemen "E M O R"
Vol 4, No 1 (2020): Juni

PENGARUH IKLAN, KEPERCAYAAN MEREK DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PENGGUNA HANDPHONE OPPO DI KOTA BIMA

NURIDA NATSIR (sekolah tinggi ilmu ekonomi bima)
SRI ERNAWATI (sekolah tinggi ilmu ekonomi bima)

Article Info

Publish Date
02 Jun 2020

Abstract

This study aims to determine whether the advertising variables, brand trust and brand image partially and simultaneously affect Oppo Mobile Consumer Interest of buying in the City of Bima. This study uses survey design on respondents by distributing questionnaires to 96 people. The population in this study is not measurable (Unknown population). The sample was 96 people with accidental sampling technique. data collection using a questionnaire with a Likert scale, observation, literature study . Data analysis using the validity test, reliability test, multiple linear regression, t test and F test using SPSS 20.00. The results show that Advertising (X1) influences Consumer Purchase Interest, Brand Trust (X2) does not affect Buy Interest, Brand Image (X3) influences Consumer Buying Interest and together Advertising (X1), Brand Trust (X2), Brand Image (X3) influences  Interest of Buying

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Journal Info
Jurnal Ilmiah Manajemen "E M O R"
Website

Abbrev

emor

Publisher

Universitas Muhammadiyah Luwuk

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ilmiah Manajemen "Emor" (Ekonomi Manajemen Orientasi Riset) diterbitkan 2 kali setahun yaitu pada bulan Juni dan bulan Desember sebagai media publikasi ilmiah dalam pengkajian dan pengembangan ilmu manajemen. Jurnal Emor berisi gagasan, laporan hasil penelitian serta pembahasan teori dan ...