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All Journal Visioner & Strategis
Muchsin, Muchsin Muchsin
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Gaya Hidup, Citra Merek dan Harga Terhadap Keputusan Pembelian Smarthphone Merek Oppo: Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Malikussaleh Ramadhan, Rizki .; Muchsin, Muchsin Muchsin; Heikal, Mohd .
Jurnal Visioner & Strategis Vol. 13 No. 1 (2024): Jurnal Visioner & Strategis, Edisi Maret 2024
Publisher : Department of Management Faculty of Economics and Business, UNIVERSITAS MALIKUSSALEH

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Abstract

This research aims to find out whether lifestyle, brand image and price influence the decision to purchase Oppo brand smartphones among Malikussaleh University students. The location of this research is at Malikussaleh University. The objects of this research are all Malikussalaeh University students who use Oppo smartphones. The population in this study were all students at Malikussalaeh University who used Oppo smartphones. The sampling method using accidental sampling was given to 102 respondents, namely students at Malikussalaeh University who used Oppo smartphones. The method used to support this research is a quantitative method and in this research is a multiple linear regression model using SPSS. The results of this research show that lifestyle variables, brand image and price have a partial and simultaneous influence on the decision to purchase an Oppo brand smartphone. The correlation coefficient (R) of 0.667 indicates that there is a fairly strong relationship between the independent variable and the dependent variable of 66.7%. The R2 value is 0.445, this shows that the influence of the independent variables, namely lifestyle, brand image and price on the decision to purchase an Oppo brand smartphone, is 44.5%, while the remaining 56.5% is explained by other variables outside this research. Keywords : Lifestyle, Brand Image, Price, Purchase Decisions
Dampak Brand Image, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Skintific Manalu, Dinda Ayu Nisa; Muchsin, Muchsin Muchsin
Jurnal Visioner & Strategis Vol. 13 No. 2 (2024)
Publisher : Department of Management Faculty of Economics and Business, UNIVERSITAS MALIKUSSALEH

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Abstract

This study aims to analyze the Impact of Brand Image, Price and Product Quality on Skintific Skincare Purchase Decisions (Case Study on FEB Students of Malikussaleh University). The population in this study is students of the Faculty of Economics and Business, Malikussaleh University who use Skintific brand skincare. Sampling in this study used the convenience sampling method and totaled 105 respondents. The data analysis technique in this study is using multiple linear regression analysis. The results of the study show that brand image, price and product quality have a positive and significant effect on purchase decisions.  Keywords: Brand image, price, product quality
Co-Authors Heikal, Mohd . Manalu, Dinda Ayu Nisa Ramadhan, Rizki .