Analisis Pengaruh Online Review di Youtube, Citra Merek, dan Persepsi Harga terhadap Keputusan Pembelian Smartphone Oppo
Abstract
This study aims to determine the effect of Online Review (X1) on Yotube, Brand Image (X2), and Price Perception (X3) on the Purchase Decision (Y) of Oppo Smartphones. This type of research is a quantitative research by taking samples from students of the Faculty of Economics, Universitas Sarjanawiyata Tamansiswa Yogyakarta batch 2019 - 2020, as many as 93 people who have purchased Oppo brand smartphones as research subjects. Sampling used purposive sampling technique, and data collection was carried out by survey method by distributing questionnaires. The data was processed using the SPSS application by conducting data quality tests, classical assumption tests, multiple regression tests, t tests and coefficients of determination tests. Based on the test results in this research, it shows that the Online Review variable on YouTube and the price perception have a positive and significant effect on the Oppo Smartphone Purchase Decision. While the Brand Image variable has a positive but not significant effect on the Oppo Smartphone Purchase Decision.
Keywords
Full Text:
PDFReferences
Arianto, N. 2020. Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian. Jurnal Pemasaran Kompetitif, 3(2), 12. https://doi.org/10.32493/jpkpk.v3i2.4075
Ashari, A. P., Hardiyono, H., & Aswar, N. F. 2020. Smartphone Samsung Di Makassar. MANDAR: Management Development and Applied Research Journal, 3, 18–32. http://ojs.unsulbar.ac.id/index.php/mandar
Atsila, R. E., Saroh, S., Krisdianto, D., & Bisnis, J. A. 2020. Pengaruh Electronic Word of Mouth, Online Consumer Review, Dan Integrated Marketing Communication Di Media Sosial Terhadap Keputusan Pembelian (Studi Pada Konsumen Ghealshy Shoes). Jiagabi, 9(1), 35–42.
Iswara, G. A. N., & Santika, I. W. 2020. Peran Citra Merek Dalam Memediasi Pengaruh E-Wom Terhadap Minat Beli Sepatu Merek Bata. E-Jurnal Manajemen Universitas Udayana, 8(8), 5182. https://doi.org/10.24843/ejmunud.2019.v08.i08.p18
Masrin, I., & Yanto, R. P. (2019). Dampak Promosi, Harga Dan Citra Merek Terhadap Keputusan Pembelian Smartphone Oppo. Jurnal Sains Manajemen Dan Bisnis Indonesia, 10(2), 1–15.
Pradana, D., Hudayah, S., & Rahmawati, R. 2018. Pengaruh harga kualitas produk dan citra merek BRAND IMAGE terhadap keputusan pembelian motor. Kinerja, 14(1), 16. https://doi.org/10.29264/jkin.v14i1.2445
Purwanto, N. 2021. Pengaruh E-trust dan Online Consumer Review Terhadap Keputusan Pembelian (Studi pada Konsumen Tokopedia di Jombang). Journal Administrasi Bisnis, 4(2), 635–639. https://doi.org/10.37600/ekbi.v4i2.357
Rivai, A. R., & Wahyudi, T. A. 2017. Pengaruh Persepsi Kualitas, Citra Merek, Persepsi Harga terhadap Loyalitas Pelanggan dengan Kepercayaan dan Kepuasan Pelanggan sebagai Variabel Mediasi. Jurnal Bisnis Dan Komunikasi, 4(1), 29–37.
Susanto, R. 2021. Pengaruh Harga dan Iklan terhadap Keputusan Pembelian Smartphone Oppo di Tangerang Selatan. JABE (Journal of Applied Business and Economics), 7(4), 450–457. https://journal.lppmunindra.ac.id/index.php/JABE/article/view/10038
Tobing, O. H. L., & Setiawan, B. (2020). Pengaruh Persepsi Harga, Varian, dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Xiaomi. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 95–104. https://doi.org/10.37641/jimkes.v8i2.330
Triawan, R. D. 2017. Pengaruh Citra Merek dan Persepsi Nilai Terhadap Niat Beli Sepeda Motor Merek Honda Type Pcx 150 (Studi Pada Pengunjung Cafe di Tunjungan Plaza Surabaya). Jurnal Ilmu Manajemen (JIM), 5(1), 1–10.
DOI: http://dx.doi.org/10.33087/jmas.v7i2.467
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University |
