THE INFLUENCE OF BRAND IMAGE, LIFESTYLE, PROMOTION AND PRICE ON OPPO MOBILE PHONE PURCHASE DECISIONS AT ANUGERAH KARYA ABADI KEDIRI STORE

Abstract

This research aims to test and explain the influence of brand image, lifestyle, promotion and price on purchasing decisions for Oppo cellphones at Toko Anugerah Karya Abadi Kediri partially and simultaneously. This research uses quantitative methods and the population studied is all consumers who purchased Oppo cellphones within the 3 month research period. The number of samples taken was 97 respondents, and the sampling method used purposive sampling. Data was collected through questionnaires, while analysis techniques used validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, R2 determinant test, t test, and f test. The research results show that (1) brand image has no significant effect on purchasing decisions with a t value of -2.050 and a sig value. 0.043 < 0.05, (2) lifestyle has a significant effect on purchasing decisions with a t value of 5.076 and a sig value. 0.000 < 0.05, (3) promotion has a significant effect on purchasing decisions with a t value of 3.403 and a sig value. 0.001 < 0.05, (4) price has a significant effect on purchasing decisions with a t value of 2.212 > t table and a sig value. 0.029 < 0.05, (5) brand image, lifestyle, promotion and price together have a significant influence on purchasing decisions with an Fcount value of 17.708 and a sig value. F 0.000 < 0.05. The decision to purchase an Oppo cellphone at Toko Anugerah Karya Abadi Kediri is influenced by these four variables amounting to 43.5% while the remaining 56.5% is influenced by other factors outside this research.