JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Vol 5 No 2 (2020): Jurnal Nusantara Aplikasi Manajemen Bisnis

Inovasi Produk, Kreatifitas Iklan Dan Brand Trust Mendorong Keputusan Pembelian

Santoso, Rudi (Unknown)
Erstiawan, Martinus Sony (Unknown)
Kusworo, Angen Yudho (Unknown)

Article Info

Publish Date
23 Oct 2020

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).

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Journal Info
JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Website

Abbrev

manajemen

Publisher

Universitas Nusantara PGRI Kediri

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Nusamba is a peer review journal published by Department of Management and the media for researchers and lecturers who will publish the results of their research. The aim of the Journal is to facilitate scientific publication of the results of researches in Indonesia and participate to ...