PENGARUH CITRA MEREK DAN FAKTOR PRIBADI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO A3S (Studi Kasus pada Mahasiswa Universitas Batanghari)

Natalia Simangunsong, Natalia Simangunsong (2021) PENGARUH CITRA MEREK DAN FAKTOR PRIBADI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO A3S (Studi Kasus pada Mahasiswa Universitas Batanghari). skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Natalia Simangunsong/1700861201400/Faculty of Economics Management Concentration of Marketing/The Influence of Brand Image and Personal Factors on Purchase Decisions (Case Study on Students at Batanghari University Jambi)/Advisor I Ahmad. Tarmizi, SE, MM./Advisor II Annaseputri Jamira, SE, MM. This study aims to analyze the influence of brand image and personal factors on purchasing decisions for the Oppo A3s Smartphone. This research was conducted on A3s Smartphone users at the University of Batanghari. The population in this study is Batanghari University students who use the Oppo A3s Smartphone and know the Oppo A3s Smartphone products. The sample was determined by the Non Probability Sampling method with a total of 100 respondents. Data collection is done by providing a list of questions to respondents, namely Batanghari University students about brand image, personal factors and purchasing decisions. This study uses multiple linear analysis tools. The hypothesis was tested by T test and F test. Based on the results of multiple linear analysis, the equation Y = 0.859 + 0.278 X1+ 0.366 X2+ e. The t-test value for brand image (X1) is 3,242 and personal factor (X2) is 3,850. With the F test of 0.000. The value of R square is 0.605% or 60.5% while the remaining 39.5% is influenced by other factors. The conclusion of this study is that brand image and personal factors have a significant effect either simultaneously or partially on purchasing decisions.

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