Wahdiah, Khafifah Sri (2023) Pengaruh Citra Merek Dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Merek Oppo (studi Kasus Mahasiswa Fakultas Keguruan Dan Ilmu Pendidikan Universitas Islam Riau. Other thesis, Universitas Islam Riau.

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Abstract

HE INFLUENCE OF BRAND IMAGE AND LIFESTYLE ON PURCHASE DECISIONS OF OPPO BRAND SMARTPHONES (Case study of students of the Faculty of Teaching and Education, Islamic University of Riau) By: KHAFIFAH SRI WAHDIAH 195210609 The purpose of this study was to determine and analyze the influence of brand image and lifestyle on purchasing decisions for Oppo brand smartphones (a case study of students in the Faculty of Teaching and Education, Islamic University of Riau). The population in this study were students of the Faculty of Teaching and Education, Islamic University of Riau, from Class of 2017 to Class of 2021 who happened to come and use Oppo smartphone products. Sampling used the accidental sampling technique using the lemeshow formula. So that the sample used was 100 respondents. The research data were obtained from questionnaires (primary), literature studies and direct interviews with related parties according to the research objectives. The data analysis technique used in this study is Structural Model Analysis (Inner Model), R-Square (r2), Assessing the Outer Model (Measurement Model). This type of research is descriptive quantitative with data processing using SEM PLS 3.0. The results of this study indicate that Brand Image has a positive effect on the construct of Oppo brand Smarthphone Purchasing Decisions for Teaching and Education Faculty Students at Riau Islamic University with a value of 0.888, then Lifestyle has a positive and significant effect on Purchasing Decisions for Oppo brand Smartphones for Teaching and Education Faculty Students Riau Islamic University with a value of 0.856. Furthermore, brand image and lifestyle have a positive and significant effect on purchasing decisions for Oppo brand smartphones. the variable shows the results of a positive and significant influence on the Purchase Decision of the Oppo brand Smartphone in the case study of the Teaching and Education Faculty of the Islamic University of Riau.

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