PENGARUH KUALITAS PRODUK, BRAND IMAGE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE OPPO

Abstract

This research aimed to find out the effect of product quality, brand image, and word of mouth on the
purchase decision on OPPO hand phones. This research used comparative causal with sample
collection technique used purposive sampling. The research data used quantitative data and primary
data sources. Furthermore, the number of respondents used 97 people of students STIESIA
Surabaya. Moreover, the data analysis method used multiple linear regressions analysis. The
research result concluded that product quality had positive and significant on the purchasing decision,
it meant that the better of the product quality which offered by OPPO i.e., bright camera, long battery
life or a good hand phone design, therefore, the customers would make a purchase decision for the
product. The brand image had a positive and significant effect on the purchasing decision it meant
the better the brand image built by OPPO would make potential consumers or consumers not
hesitated in choosing OPPO as a tool for communication and entertainment so that consumers would
make purchasing decisions. Meanwhile, word of mouth had a positive and significant effect on the
purchasing decision, it meant that better word of mouth was given to both old and new consumers, so
then potential consumers would not hesitate to make an OPPO smartphone purchasing decision.
Consumers would not hesitate to make an OPPO smartphone purchasing decision.