Pengaruh Citra Merek Terhadap Keputusan Pembelian Smartphone Oppo di Kabupaten Purworejo

Abstract

This research aims to find out whether there is a partial positive and significant influence between brand image on the decision to purchase Oppo smartphones in Purworejo Regency. This research uses data analysis methods, namely: simple correlation analysis, simple regression analysis, coefficient of determination, and t test. The calculation results show that the regression equation Y = 0.081+0.970X. This means that if the value of the brand image variable is 0 (zero), then the level or magnitude of the purchasing decision variable is 0.081. The coefficient of determination is 44.7%. This figure means that 44.7% of purchasing decisions that occur can be explained using the brand image variable. Meanwhile, the remaining 55.3% may be influenced by other variables such as advertising, price, product quality. The calculation results show that the t count is greater than the t table (8.719 > 1.662) and the sig value is (0.000 < 0.05). This means that there is a positive and significant influence between brand image on purchasing decisions, so an alternative hypothesis (Ha) is proposed. that there is a positive and significant influence between the brand image variables on purchasing decisions.