Pengaruh Social Media Marketing, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Smartphone Oppo

Authors

  • Diah Fatma Sjoraida Padjadjaran University image/svg+xml
  • Siti Masruroh STIE YAPAN
  • Andriya Risdwiyanto Universitas Proklamsi 45
  • Arvin Hardian UBSI
  • Evi Meidasari M

DOI:

https://doi.org/10.35870/jemsi.v9i5.1528

Abstract

Penelitian ini dilakukan bertujuan mengetahui pengaruh social media marketing, kualitas produk dan citra merek terhadap keputusan pembelian smartphone OPPO. Jenis penelitian yang digunakan kuantitatif. Metode sampel nonprobability sampling dengan sampling purposive, analisis data menggunakan IBM SPSS Statistik 26. Sampel dipakai yang memenuhi kriteria penelitian dengan berjumlah 100 orang. Metode pengumpulan data menggunakan kuesioner dengan skala likert. Teknik analisis data yang digunakan dalam penelitian ini adalah regresi linear berganda. Hasil analisis menunjukkan bahwa secara parsial, social media marketing dan kualitas produk mempunyai pengaruh positif bersignifikan terhadap keputusan pembelian. Citra merek berpengaruh negatif, signifikan terhadap keputusan pembelian. Variabel social media marketing, kualitas produk dan citra merek secara simultan mempunyai pengaruh positif bersignifikan terhadap keputusan pembelian.

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Published

2023-10-01

Issue

Vol. 9 No. 5 (2023): Oktober 2023

Section

Articles

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How to Cite

Sjoraida, D. F., Siti Masruroh, Andriya Risdwiyanto, Arvin Hardian, & Evi Meidasari M. (2023). Pengaruh Social Media Marketing, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Smartphone Oppo . JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(5), 2044-2049. https://doi.org/10.35870/jemsi.v9i5.1528

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