<![CDATA[This study aims to analyze the effect of price perception on Oppo smartphone buying interest in the community of Sukamulia Village Dusun II, Pagar Merbau District. This research uses a quantitative descriptive approach. With a population of 1,174 respondents with a tolerance limit of 10% which is calculated by the Slovin formula, a total sample of 92 respondents was obtained with a sampling technique using random sampling techniques. Data collection was carried out by giving a list of statements to respondents, namely the people of Sukamulia Village Dusun II, Pagar Merbau District. This study uses the technique of simple Linear Regression Analysis, t test, and the coefficient of determination. The results of multiple linear regression analysis obtained Y = 3.292 + 0.389X. Partial test results (t test) indicate that price perception variable it has a significant effect on buying interest in oppo smartphones. This can be seen from the value of t arithmetic (3,080)> t table (1,662) with a significant 0.003 < 0.05. With an R square value of 0.521. This means that the effect of variable X on variable Y is 52.1%, while the remaining 47.9% is influenced by other variables not included in this study.]]>
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