PENGARUH IKLAN, ATRIBUT PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Pembeli dan Pengguna OPPO Smartphonedi Kota Semarang)

Abstract

The increasingly fierce competition among the smartphone manufacturers are competing to launch products with a variety of advantages. One of the products discussed are crowded smartphone OPPO Smartphone. In the face of tight business competition Smartphone OPPO need to influence consumers to choose and buy products OPPO Smartphone. Many factors influence consumers in making a purchase, such as advertising, product attributes, and price. This study aims to determine the effect of advertising, product attributes, and prices on product purchasing decisions OPPO Smartphone partially or simultaneously. This type of research is explanatory research. Primary data used questionnaires distributed to the public Semarang central mobile phone sales Matahari Mall Semarang who have bought and used the products OPPO Smartphone as many as 100 people. In the analysis used validity and reliability, the correlation coefficient, the coefficient of determination, cross tabulations, simple and multiple regression analysis and significance test (t test and F) with SPSS 21. The results showed a variable adverstising positive influence on purchasing decisions by 23.1%. Variable product attributes positive influence on purchasing decisions by 17.9%. And variable price positive influence on purchasing decisions by 23.6%. Through research also found that the three independent variables simultaneously significant positive effect on purchasing decisions and are able to explain 46.9% of purchasing decisions. Based on the results of the study, the researchers suggested that OPPO Smartphone manufacturers maximize advertising concept which will be displayed in order to load the excess product is clearly and understood by consumers. And to attract more consumers, manufacturers are expected to innovate on product design to make it look more attractive than other smartphone brands. Manufacturers are also expected not to take profit too large, so that product prices more affordable by the consumers' income. Moreover, manufacturers are expected to improve the quality and specifications of the products to be robust, as the society of this era that requires sophisticated smartphones.