Published: 2023-10-01

Pengaruh Social Media Marketing, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Smartphone Oppo

DOI: 10.35870/jemsi.v9i5.1528

Diah Fatma Sjoraida, Siti Masruroh, Andriya Risdwiyanto , Arvin Hardian , Evi Meidasari M
  • Diah Fatma Sjoraida: Padjadjaran University , Indonesia . image/svg+xml
  • Siti Masruroh: STIE YAPAN , Indonesia
  • Andriya Risdwiyanto : Universitas Proklamsi 45 , Indonesia
  • Arvin Hardian : UBSI , Indonesia
  • Evi Meidasari M : Affiliation name not available , Indonesia
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Abstract

Penelitian ini dilakukan bertujuan mengetahui pengaruh social media marketing, kualitas produk dan citra merek terhadap keputusan pembelian smartphone OPPO. Jenis penelitian yang digunakan kuantitatif. Metode sampel nonprobability sampling dengan sampling purposive, analisis data menggunakan IBM SPSS Statistik 26. Sampel dipakai yang memenuhi kriteria penelitian dengan berjumlah 100 orang. Metode pengumpulan data menggunakan kuesioner dengan skala likert. Teknik analisis data yang digunakan dalam penelitian ini adalah regresi linear berganda. Hasil analisis menunjukkan bahwa secara parsial, social media marketing dan kualitas produk mempunyai pengaruh positif bersignifikan terhadap keputusan pembelian. Citra merek berpengaruh negatif, signifikan terhadap keputusan pembelian. Variabel social media marketing, kualitas produk dan citra merek secara simultan mempunyai pengaruh positif bersignifikan terhadap keputusan pembelian.

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How to Cite

Sjoraida, D. F., Siti Masruroh, Andriya Risdwiyanto, Arvin Hardian, & Evi Meidasari M. (2023). Pengaruh Social Media Marketing, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Smartphone Oppo . JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(5), 2044-2049. https://doi.org/10.35870/jemsi.v9i5.1528
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 5 (2023)

  • Section: Articles

  • Published: %750 %e, %2023

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