Pengaruh Inovasi Produk, Efektivitas Iklan, Dan Kepercayaan Merek Terhadap Minat Beli Smartphone (Study Empiris Pada Smartphone Merek OPPO)

Andi Wijaya, Riskyawan and -, Soepatini, SE, Msi, Ph.D. (2021) Pengaruh Inovasi Produk, Efektivitas Iklan, Dan Kepercayaan Merek Terhadap Minat Beli Smartphone (Study Empiris Pada Smartphone Merek OPPO). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to determine the effect of product innovation, advertising effectiveness and brand trust on consumer purchase interest (empirical study on the latest OPPO smartphone brand). This research was conducted among students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta. This type of research is quantitative research. The sample in this study were 100 respondents who were taken from students who had never bought the latest Oppo smartphone. The sampling technique used purposive sampling. The method of collecting data using a questionnaire. Method of Analysis In this study using the Partial Least Square (PLS) approach. The results showed that the product innovation variable does not have a significant effect on buying interest in OPPO brand smartphones. the advertising effectiveness variable does not have a significant effect on consumer purchase interest in the OPPO brand smartphone. The brand trust variable has a significant effect on consumer buying interest on OPPO brand smartphones

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Innovation, Advertising Effectiveness, Brand Trust and Purchase Intention
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RISKYAWAN ANDI WIJAYA
Date Deposited:	25 Feb 2021 04:20
Last Modified:	25 Feb 2021 04:20
URI:	http://eprints.ums.ac.id/id/eprint/89971

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