The Influence of Product Innovation, Promotions, and Prices on the Decision to Purchase Oppo Brand Smartphones at the Alya Phones Shop, Kotapinang
Abstract
This research aims to analyze the Influence of Product Innovation, Promotion, and Price on Purchase Decisions for Oppo Oppo-brand smartphones at the Alya Mobile Shop, Kotapinang. The research method used in this research is quantitative. In this research, the population is consumers of Oppo Brand Smartphones at the Alya Mobile Shop, Kotapinang as many as 56 people. The data collection techniques used were observation, documentation studies, and questionnaires. The analytical method for this research is multiple linear regression with the SPSS program. The research results prove that Product Innovation positive and significant effect on the decision to purchase an Oppo Brand Smartphone at the Alya Mobile Shop, Kotapinang. Positive promotion and significant effect on the decision to purchase an Oppo Brand Smartphone at the Alya Mobile Shop, Kotapinang. Positive price and significant effect on the decision to purchase an Oppo Brand Smartphone at the Alya Mobile Shop, Kotapinang. Product Innovation, Promotion, and Price simultaneously have a positive and significant effect on the decision to purchase an Oppo Brand Smartphone at the Alya Mobile Shop, Kotapinang. The coefficient of determination is 0.524, meaning that purchasing decisions can be explained by the Product Innovation variable (X1), Promotion (X2), and price (X3) amounting to 52.4%, while the remaining 47.6% can be explained by other variables not examined in this study.
Downloads
References
Amalia, D., & Nugroho, M. A. S. (2016). Pengaruh Dimensi Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Di Kalasan (Studi Di Kecamatan Kalasan). STIE Widya Wiwaha.
Arianty, N. (2016). Pengaruh Kualitaspelayanan Dan Kualitas Produk Terhadap Kepuasan Konsumen Handphone OPPO. Jurnal Ilmiah Manajemen Dan Bisnis, 16(2).
Bayu Prawira, & Yasa, N. N. K. (2017). Pengaruh Kualitas Produk, Citra Merek Dan Persepsi Harga Terhadap Minat Beli Produk Smartphone OPPO Di Kota Denpasar. E-Jurnal Manajemen, 3(12), 3642–3658.
Doni Defriansyah, Islahuddin Daud, W. N. (2016). Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone OPPO (Studi Kasus Mahasiswa Universitas Sriwijaya Indralaya) Doni Defriansyah 1 , Islahuddin Daud 2 , & Welly Nailis 3. 2, 89–102.
Dwiantono, B. (n.d.). Pengaruh Kompensasi Finansial Dan Non Finansial Terhadap Kinerja Karyawan Bagian Tanaman Pabrik Gula Semboro Dengan Komitmen Organisasional Sebagai Variabel Intervening.
Hadi P, D. S. (2016). Analisis pengaruh harga, ketidakpuasan pasca konsumsi dan kebutuhan mencari variasi terhadap perilaku perpindahan merek: Studi pada Mahasiswa Fakultas Ekonomi Angkatan 2015 Universitas Islam Negri Maulana Malik Ibrahim Malang. Universitas Islam Negeri Maulana Malik Ibrahim.
Handayani Barus, S. A., Kamaliah, K., & Anisma, Y. (2016). Pengaruh Akses Pajak, Fasilitas, Sosialisasi Perpajakan dan Kualitas Pelayanan Terhadap Kepatuhan Wajib Pajak Kendaraan Bermotor. Riau University.
Hendrich, M., & Trianto, A. (2019). Pengaruh Motivasi Dan Disiplin Kerja Terhadap Kinerja Karyawan Divisi Logistik CV. Sinar Laut Palembang. Jurnal EKOBIS (Kajian Ekonomi Dan Bisnis), 2(2), 30–50.
Kurniawan, D., & Nugroho, M. A. S. (2019). Pengaruh Internet Marketing, Brand Awareness Dan Word of Mouth Communication Terhadap Keputusan Pembelian Produk Kartu Xl Axiata (Studi Pada Pengguna Kartu Xl Axiata Di Wilayah Kecamatan Umbulharjo Yogyakarta). STIE Widya Wiwaha.
Mardiasih, T. S. (2020). Pengaruh persepsi harga, kualitas produk, dan lokasi terhadap keputusan pembelian. IqtishadEQUITY Jurnal MANAJEMEN, 2(1).
Rangkuti, S. (2018). Pengaruh strategi pemasaran internal terhadap pengambilan keputusan pembelian pada pt. Capella medan. Bisnis Corporate, 3(1).
Revita Ela, M. L. D., Frimayasa, A., & Kurniawan, A. (2018). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Smartphone Merek OPPO. Managerial - Jurnal Penelitian Ilmu Manajemen, 1(1), 10–10. http://journal.stie-kusumanegara.ac.id/index.php/managerial/article/view/23
Sari, D. P. (2019). Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Merek Eiger (Kajian Pada Mahasiswa Universitas Mercu Buana Yogyakarta). Universitas Mercu Buana Yogyakarta.
Satria, R. (2018). Pengaruh Perputaran Piutang, Perputaran Persediaan, Dan Rasio Lancar Tehadap Profitabilitas Perusahaan Manufaktur Sektor Industri Barang Konsumsi Yang Terdaftar Di Bursa Efek Indonesia Periode 2013-2015. Jurnal SEKURITAS (Saham, Ekonomi, Keuangan Dan Investasi), 2(1).
Sidqi, T., Yazid, M., & Ridwan, M. (2021). Factors Affecting Consumers on the Purchase of Islamic Book. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 4(1), 255-266. https://doi.org/10.31538/iijse.v4i1.1511
Sugianto, S. (2022). Behind the Selling Price Determination in Commercial Photography Service Practice. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 5(1), 331-341. https://doi.org/10.31538/iijse.v5i1.1845
Suharto, C. A. A. S. A. A., & Trang, I. (2016). Analisis Pengaruh Citra Merek, Harga, Dan Daya Tarik Iklan Terhadap Minat Beli Konsumen Pada PT. Remaja Jaya Mobilindo Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(3).
Sumadhinata, Y. E., & Sukandi, P. (2016). Analisis Relevansi Kompetensi Lulusan Terhadap Kebutuhan Kerja. Conference on Management and Behavioral Studies, 21–31.
Suriani, S., & Trianasari, N. (2018). Pengaruh Iklan Dan Citra Merek Terhadap Keputusan Pembelian (studi Kasus Pada Iklan Ramayana Ramadhan 2018). EProceedings of Management, 5(3).
Tan 2011. (2011). Pengaruh Gaya Hidup, Harga, Kualitas Produk Terhadap Keputusan Pembelian Handphone OPPO Di OPPO Mobile It Center Manado. 1(01), 493–502.
Wahyudi, M. I. (2019). Pengaruh Kualitas Produk, Harga dan Gaya Hidup terhadap Keputusan Pembelian (Studi Kasus di Eiger Store Purwokerto). IAIN Purwokerto.
Yusmeiliani, S. (2018). Analisis Strategi Pemasaran Dengan Menggunakan Aida Model Terhadap Keputusan Pembelian Batu Andesit (Studi Kasus di PT Samudera Alam Persada). Universitas Widyatama.
Copyright (c) 2022 Suadim Fatah, Meisya Fitri, Abdul Halim
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
