<![CDATA[AbstrakPenelitian artikel ilmiah ini bertujuan dalam menelusuri berbagai faktor yang mempengaruhi keputusan pembelian smartphone OPPO di kabupaten Sukoharjo. Metode riset ini memakai teknik purposive sampling. asal data yang digunakan yaitu memakai data utama menggunakan penyebarkan informasi lapangan. serta pengamatan yg menjadi sampel penelitian merupakan masyarakat Sukoharjo yang menggunakan smartphone OPPO. Teknik analisis datanya mempergunakan pengujian instrumen, pengujian asumsi klasik, serta regresi linier berganda. Data sekunder yang diperoleh berasal buku-buku yg mengungkapkan tentang keputusan pembelian, internet serta jurnal penelitian terdahulu. akibat penelitian ini membagikan bahwa brand ambassador tidak mempengaruhi signifikan kepada keputusan pembelian, brand image positif tetapi tidak mempengaruhi signifikan, sedangkan kualitas produk, dan penemuan produk memiliki pengaruh signifikan terhadap keputusan pembelian smartphone OPPO. sesuai hasil yg didapat dari output pengolahan data yg diketahui nilai koefisien determinasi (Adjusted R Square) sebanyak 0,834 yang diartikan bahwa brand ambassador, brand image, kualitas produk, inovasi produk mempengaruhi keputusan pembelian sebanyak 83,4% serta 16,6% ditentukan oleh variabel lainnya yang tidak diamati dalam riset ini.Kata kunci: brand ambassador, brand image, keputusan pembelian AbstractThis scientific article research aims to explore various factors that influence OPPO smartphone purchasing decisions in Sukoharjo district. This research method uses purposive sampling technique. The origin of the data used is using the main data using field information dissemination, and observations that became the research sample were the people of Sukoharjo who used OPPO smartphone. The data analysis technique uses instrument testing. Classical assumption testing, and multiple linier regression. Secondary data obtained from books that reveral about purchasing decisions, the internet and previous research journal, as a result of this study, the brand ambassadors did not significantly influence purchasing decisions, brand image was positive but did not significantly influence, while product quality, and product discovery had a significant influence on OPPO smartphone purchasing decisions. According to the result obtained from the output of data processing it is known that the coefficient of determination (Adjusted R Square) is 0,834 which means that brand ambassador, brand image, product quality, product innovation affect purchasing decisions as much as 83,4 %, and 16,6% are determinated by variables others that were not observed in this study.Keywoard: brand ambassador, brand image, purchasing decision]]>
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