The Influence of Brand Image, Features, and Price Perception on Purchase Decision on OPPO Smartphone (Case Study at Faculty of Economics Students of Jakarta State University 2018-2020)

Abstract

This study aims to determine the effect of brand image, features, and price perceptions on purchasing decisions for OPPO smartphones, a case study of students of the Faculty of Economics, Jakarta State University, Class of 2018-2020. From data analysis obtained multiple linear regression equation with the formula Y = 3.379 + 0.206 X1 + 0.465 X2 + 0.376 X3. From the t test, it can be explained that the brand image, features, and price perceptions have a significant effect on purchasing decisions with each independent variable having a value of t count> 1.985. From the f test it can be explained that the brand image, features, and price perceptions have a significant effect on purchasing decisions with the results of the simultaneous f test of 38.204 whose value exceeds f table 2.47. From the analysis of the coefficient of determination, it can be explained that brand image, features, and price perceptions have a significant effect on purchasing decisions by 53% while the remaining 47% is influenced by other variables outside of this research model.