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All Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Angen Yudho Kusworo
Universitas Dinamika
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Inovasi Produk, Kreatifitas Iklan Dan Brand Trust Mendorong Keputusan Pembelian Rudi Santoso; Martinus Sony Erstiawan; Angen Yudho Kusworo
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 5 No 2 (2020): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v5i2.14369

Abstract

This research was conducted to reveal consumer behavior in terms of smartphone purchase decisions. The study tries to reveal consumer behavior in terms of deciding on product purchases, especially OPPO brand smartphones. The level of brand trust, innovation, ad creativity, and ad effectiveness are thought to influence consumer decisions in purchasing OPPO brand smartphones. The results showed that Product Innovation (X1), Ad Creativity (X2) and Ad Effectiveness (X3) had a significant effect with each value of β being 0.091; 0.589; and 0.580. Meanwhile Brand Trust (X4) has a negative effect on purchasing decisions. R2 value indicates 0.673, which means that the four variables simultaneously influence 67.3% of the purchasing decision (Y).
Co-Authors Martinus Sony Erstiawan Rudi Santoso