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PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI KOTA KENDARI

Jurnal Manajemen dan Kewirausahaan · Vol. 16 No. 1 (2024) · pp. 64–74

DOI
10.55598/jmk.v16i1.47056
ISSN
2685-5151, 2085-0085
Published
2024-01-24
Publisher
Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

This study aims: (1) To determine the effect of brand image, price, and product quality of Oppo Smartphone users in Kendari City. (2) To determine the effect of brand image of Oppo Smartphone users in Kendari City. (3) To determine the effect of the price of Oppo Smartphone users in Kendari City. (4) To determine the effect of user product quality Oppo Smartphone ini Kendari City. The population in this study is all Kendari City residents who buy and use Oppo Smartphone products themselves, while the sample is 80 respondents using the Hair formula. The data collection method is using a questionnaire. This research technique uses multiple regression analyses. The results of this study indicate that: (1) Brand image has no significant effect, while price and product quality have a positive and significant effect on purchasing decision. (2) Brand image has no significant postive effect on purchasing decisions. (2) Price has a significant positive effect on purchasing decisions. (3) Product quality has a significant positive effect on purchasing decisions.

Keywords

Collaboration network of the authors

40 authors · 193 co-authorship links · 2 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Muhammadiyah Kendari
  • Universitas Halu Oleo
  • Universiti Teknologi MARA
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Yusuf YusufUniversitas Muhammadiyah Kendari4
Sinarwaty SinarwatyAffiliation unknown3
Nasrul NasrulUniversitas Halu Oleo3
Nursaban RommyAffiliation unknown3
Endro SukotjoAffiliation unknown3
Juharsah JuharsahAffiliation unknown2
MUHAMMAD TAUFIKAffiliation unknown2
Sabri SabriAffiliation unknown2
Riski Amalia MadiAffiliation unknown2
Patwayati PatwayatiAffiliation unknown2
Nofal NurAffiliation unknown2
Ibnu HajarUniversiti Teknologi MARA2
La HataniAffiliation unknown2
Alida PalilatiAffiliation unknown2
Arham ArhamAffiliation unknown1
Samdin SamdinAffiliation unknown1
Agustinus TangalayukAffiliation unknown1
Cahya Dwi SaputraAffiliation unknown1
Dewi Asyifa MutmainaAffiliation unknown1
Eko Putra SugialeAffiliation unknown1
Rahmat MadjidAffiliation unknown1
Nurul Artika Putri TAffiliation unknown1
Farhan Ramdhani IstianandarAffiliation unknown1
Heriyanto HeriyantoAffiliation unknown1
Muhammad FaldiAffiliation unknown1
Putu SumarniawatiAffiliation unknown1
Aidin Hudani AwasinombuAffiliation unknown1
Asrip PuteraAffiliation unknown1
Wa Ode Vira SaltifaAffiliation unknown1
Enny WatiAffiliation unknown1
Dewi OktavianiAffiliation unknown1
Eliyanti A. MokodompitAffiliation unknown1
Hastuti HastutiAffiliation unknown1
Zul Azmi NurAffiliation unknown1
Irma Sri WahyuniAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/manajemen/oai, first harvested 30 Okt 2026, last seen 1 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI KOTA KENDARI</dc:title>
	<dc:creator>Lery, Mega</dc:creator>
	<dc:creator>Zaid, Sudirman</dc:creator>
	<dc:creator>Isalman, Isalman</dc:creator>
	<dc:creator>Panjaitan, Feliks Anggia Binsar Kristian</dc:creator>
	<dc:creator>Taufik, Muh</dc:creator>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:subject xml:lang="en-US">Brand Image, Price, Product Quality, Purchase Decision.</dc:subject>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:description xml:lang="en-US">This study aims: (1) To determine the effect of brand image, price, and product quality of Oppo Smartphone users in Kendari City. (2) To determine the effect of brand image of Oppo Smartphone users in Kendari City. (3) To determine the effect of the price of Oppo Smartphone users in Kendari City. (4) To determine the effect of user product quality Oppo Smartphone ini Kendari City. The population in this study is all Kendari City residents who buy and use Oppo Smartphone products themselves, while the sample is 80 respondents using the Hair formula. The data collection method is using a questionnaire. This research technique uses multiple regression analyses. The results of this study indicate that: (1) Brand image has no significant effect, while price and product quality have a positive and significant effect on purchasing decision. (2) Brand image has no significant postive effect on purchasing decisions. (2) Price has a significant positive effect on purchasing decisions. (3) Product quality has a significant positive effect on purchasing decisions.</dc:description>
	<dc:publisher xml:lang="en-US">Jurusan  Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2024-01-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:type xml:lang="en-US"></dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ojs.uho.ac.id/index.php/manajemen/article/view/47056</dc:identifier>
	<dc:identifier>10.55598/jmk.v16i1.47056</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Manajemen dan Kewirausahaan; Vol 16, No 1 (2024): Edisi Januari; 64-74</dc:source>
	<dc:source>2685-5151</dc:source>
	<dc:source>2085-0085</dc:source>
	<dc:source>10.55598/jmk.v16i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs.uho.ac.id/index.php/manajemen/article/view/47056/19689</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Jurnal Manajemen dan Kewirausahaan</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>