Analisis Citra Merek, Desain, Fitur dan Pengaruhnya Terhadap Keputusan Pembelian Produk Oppo Berbasis Android (Studi Kasus Fakultas Ekonomi Universitas Islam Riau)

Wagiyani, Wagiyani (2020) Analisis Citra Merek, Desain, Fitur dan Pengaruhnya Terhadap Keputusan Pembelian Produk Oppo Berbasis Android (Studi Kasus Fakultas Ekonomi Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted to determine and analyze the brand image, design and features that influence purchasing decisions at the Faculty of Economics, Riau Islamic University. This research was conducted with descriptive and quantutative methods using primary data and secondary data obtained by interviews or interviews and research questionnaires. The sample is 50 respondents. In this study, the sampling technique used was purposive sampling technique, which is a method of sampling probability with certain criteria, where the sample is used if it meets the criteria. This study uses SPSS for Windows Version 16. The results of this study can be concluded from filling out a questionnaire regarding brand image, design and features of purchasing decisions. From the results of the t test (partial), it shows that the brand image variable (X1) gets a t count of 2.020 and a t table of 2.012, it can be concluded that t count 2.020> t table 2.012 with a significant 0.05> 0.04. Thus it can be concluded that Brand Image (X1) has a significant effect on purchasing decisions (Y).

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