International Journal of Business and Applied Economics (IJBAE)
Vol. 4 No. 1 (2025): January 2025

The Influence of Brand Image, Price and Product Quality on the Decision to Purchase Oppo Mobile Phones in Tangerang City People

Ariyanto, Aris (Unknown)
Sudarsono, Agus (Unknown)
Wijayanti, Kiki Dwi (Unknown)

Article Info

Publish Date
30 Jan 2025

Abstract

A survey by IDC revealed that Indonesia's smartphone shipments dropped by 6.3% year-on-year in Q2 2023, with Oppo experiencing the largest decline of 19.8%, selling 1.6 million units. This study examines the influence of brand image, price, and product quality on Oppo smartphone purchasing decisions in Tangerang City using a quantitative descriptive approach with 230 participants analyzed via Partial Least Squares (PLS). Results show that brand image, price, and product quality, individually and collectively, significantly influence purchasing decisions. Recommendations include enhancing Oppo's brand image through software quality and design, revising pricing strategies, improving battery performance, and streamlining the purchasing process to strengthen competitiveness.

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Journal Info
International Journal of Business and Applied Economics (IJBAE)
Website

Abbrev

ijbae

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management

Description

International Journal of Business and Applied Economics (IJBAE), is an international peer-reviewed journal that is aimed to be an international forum and platform for disseminating high-quality business, management, and economic-related researches, by Formosa Publisher. IJBAE seeks to publish ...