Pengaruh Citra Merek dan Promosi terhadap Keputusan Pembelian Smartphone Merek Oppo pada Gerai Handphone Shop di Gianyar

Abstract

The smartphone is a technology that develops rapidly from year to year. Several factors that can influence consumer purchasing decisions are brand image and promotion. The purpose of this study was to determine how the influence of brand image and promotion on purchasing decisions. The sample used in this study were 95 consumers of the Oppo brand smartphone at the Mobile Shop Outlet in Gianyar. The data analysis technique used in this study is Multiple Linear Regression. Based on the results of the study, it can be seen that: (1) brand image has a significant positive effect on purchasing decisions, (2) promotion has a significant positive effect on purchasing decisions, and (3) simultaneously brand image and promotion has a significant effect on purchasing decisions.