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Journal : Wiga : Jurnal Penelitian Ilmu Ekonomi

Analyzing the Effect of Brand Preference, Brand Image, and Price toward Oppo Smartphone Purchasing Intention Among Islamic University Students Afi Rachmat Slamet; Nur Hidayati
Wiga : Jurnal Penelitian Ilmu Ekonomi Vol. 11 No. 2 (2021): September 2021
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/wiga.v11i2.874

Abstract

As one of the brands of smartphone products, Oppo already has a good market share in the market in Indonesia and has become one of the smartphone products that are well considered and chosen by its users, including students in Islamic University. The purpose of this study was to analyze the most dominant impact between brand preference, brand image, and price on the purchase intention of Oppo Smartphones perceived by students at the Faculty of Economics and Business, Islamic University of Malang. Data collection was taken over one month period, as 97 respondents are participating in this study. The data collected was processed and analyzed quantitatively to test the effect on each relationship between variables in the research model that was built. Among the three proposed hypotheses, only two were accepted and confirmed in this study. An important finding is revealed that price is not considered an important factor in Oppo Smartphone purchase intention. Thus, the price of Oppo Smartphone descriptively is the best thing perceived by respondents. Meanwhile, brand image was found to be the most important determinant of purchase intention as perceived by respondents. Discussions and opportunities for further research are presented at the end of this study.
Co-Authors Abdul Kodir Djaelani Abdul Rohman Wahit Arief Abdullah Aslim Abdurahman Abdurrahman Abidulloh, Moch. Zidan Achmad Agus Priyono Adela, Diva Agung Sudjatmoko Ahmad Fawaidur Rohman Ahmad Zied Almathori Zohri Ainul Yaqin Al Fani, Fahmiatus Silmiyah Amalia, Putri Hafida Amelia Fitri Diani Andhika Putra Pratama Anggi Mita Wijaya Anggraini, Diah Ayu Anisah Fauziyah An’am, Ahmad Khafidul Ardiana, Miranda Venska Arini Fitria Mustapita Arsyianto, Muhammad Tody Arvian, Muhammad Firman Vinsya Arya Wega Nanda Asmar Makruf Atik Nisaul Kamilah A’izzatul A’yun Bambang Setyawan Barotut Taqiyah Basalamah, Muhammad Ridwan Berlianto, Wildan Pramestia Nur Budi Santoso Cindy Kharisma Danang Adi Saputro Daniel Happy Putra Dasri Mauliddinar Pertiwi Delvia Safitri DEWI FITRIANI Dharma Yudha Dian Amalia Dimas Ariyanto Putra Eka Farida Eli Umitasari Eris Dianawati Euis Emiliasari Fahrurrozi Rahman Fahrurrozi Rahman Fathawati Fathawati Fauziyah Irfan Fendi Cahyo Setiawan Feni Haryati Susilaningsih Fina Athiyatur Rohmaniyah Fitria Putri Susanti Freitas, Nizia Felismina Araujo Hadi Sunaryo Hadiyasin, Prastyo Nova Halimah Halimah Hanik Uswatul Munawaroh Harini, Restu Widya Hasanah, Hilda Hidayatul Hilda Maulidia Rahma Ida Ismawati Iin Agustina Illiatus Soleha Indira Tiara Dewi Lestari N. M Indriani, Iin Ivar Nabilatul Akbar Jeni Susyanti Khairul Imamul Khalikussabir, Khalikussabir Kurnia Rahmawati Lailatus Sofiah Laksono Trisnantoro Lutfi Aji Nursyah Alam Lyla Anattasya Saputri M Hufron M. Agus Salim M. Agus Salim Al Fathoni Maharani, Sonia Mahardani, Ahmad Subhan Mahfudi Mahfudi MARIA BINTANG Millaningtyas, Restu Moh Zhamrudz Moh. Hefni Munawar Moh. Syifa Mohammad Hufron Mohammad Rizal Muflih Abdur Rohman Muhamad Ikhsomudin MUHAMMAD AGUS SALIM Muhammad Agus Salim Muhammad Fadllun Niam Muhammad Farhan Muhammad Hufron Muhammad Ishomuddin Muhammad Mansur Muhammad Mansur MUHAMMAD MANSUR Muhammad Mizan Sa'roni Muhammad Muiz Muhammad Tyas Fariskal Ardiannyash Muksyfatul Maulidiyah Murziq Zayyiq Sarroz N. Rachma Nadhif, Ahnaf Kafi Aufa Nadira Apriati Ningsih Novarisya Putri Ramadhani Nur Hajati Nur Hamimah Nur Hidayati Nur Hidayati Nurhasan Aripin NURUL HIDAYAH Olivia Jeymima Pardiman Pardiman Permata Irmin Seriyarini Rachma, N Ramadhan, Tri Sugiarti Ramadhani, Indah Nur Ramalda, Nauval Ratna Tri Hardaningtyas Restu Millaningtyas Restu Millaningtyas Reza Alvinova Amalia Dewi Rifqi Rahmat Raharjo Rizalatul Isa Rochmatul Rochmatul Rofikoh, Salsyah Nadya Fortunada Rois Arifin Rois Arifin Ronny Malavia Mardani Salsa Nadia Fortunada Rofiqoh Salsabil Maulidia Luthfia Sari, Anis Widia Sari, Juwita Permata Septiani, Ananda Natasya Siti Asiyah Siti Asiyah Siti Asiyah siti rodiah SRI UTAMI Suhriyanto Suhriyanto Sulton Sholehuddin, Sulton Supriyanto Supriyanto Surya Dio Alby Wicaksono Tamaulina Br Sembiring Tengku Riza Zarzani N Ummi Mardhotus Sholihah Wahyu Dwi Agustin Widarko, Agus Wilda Rahmadhani Santosa Wildan Arif Annafi Yara Azzahra Naomira Yoherga, Galang Yulhendri Yulhendri Yuliadi, Rahmad Agung Yuryska Tomi Sumaryo Yusuf Andriansyah Yusuf, Haris Muhamad Zeinorrida, Zeinorrida Zuhdi, Afifuddin