PENGARUH GAYA HIDUP, ENDORSER, DAN KOMUNIKASI WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE MEREK OPPO

Abstract

Through better understanding with consumers needs, by building its communication, and with properly marketing strategy, companies are succed to persuade consumers to buy some products. Therefore, this research aimed to find but the effect of life style, endorser, and word of mouth consumers buying decision of Oppo mobile phone in Surabaya. While, the research was quantitative with population of School of Economic Indonesia (STIESIA) university students who used Oppo mobile phone. Moreover, the data collection technique used purposive sampling with 100 respondents as sample. Furthermore, the data analysis technique used multiple linear regression. In addition, based on proper model test result,it concluded linear regression model was properly used in examining the effect of life style, endorser, and word of mouth on consumers buying decision. Besides, according to hypothesis test on t test, it concluded life style had affected consumers buying decision. It happened as its significance was lower than 0.05, i.e 0.000. Likewise, endorser had affected consumers buying decision as its significance was lower than 0.05, i.e. 0.028. As well as word of mouth, if affected consumers buying decision as its significance was lower than 0.05, i.e. 0.014.

Keywords: life style, endorser, word of mouth, buying decision