PENGARUH PROMOSI, PERSEPSI HARGA DAN PERSEPSI KUALITAS PRODUK TERHADAP MINAT BELI SMARTPHONE MEREK OPPO (Studi Kasus Masyarakat di Kota Madiun)

Abstract

This study aims to determine promotion, price perceptions and product quality perceptions on purchase intention of OPPO brand smartphones in Madiun City. This study used a quantitative approach with a sample of 384 respondents. The sampling technique that will be used in this study is purposive sampling. The data collection technique uses a questionnaire in which the respondents are people who are interested in buying OPPO smartphones at remittance outlets in Madiun. Data analysis used multiple linear regression analysis techniques. The results of the study show that Promotion, Perceived price and Perceived Product Quality have a positive and significant effect on Purchase Intentions for OPPO smartphones.

Keywords: Promotion, Perceived Price, Perceived Product Quality, Purchase Intention