THE INFLUENCE OF INNOVATION, ADVERTISING, QUALITY AND BRAND TRUST ON THE PURCHASE DECISIONS OF OPPO SMARTPHONES BY STUDENTS

Abstract

This study aims to analyze the effect of product innovation, advertising, product quality and brand trust on purchasing decisions for Oppo smartphones. This research was conducted on the campus of the Pelita Indonesia Institute of Business and Technology, Faculty of Business, located on Jl. General Ahmad Yani no. 78-88 Pekanbaru. The population in this study were students of the Faculty of Business, Pelita Indonesia Institute of Business and Technology, totaling 2,671 people. The sample method was determined using the slovin formula so that 100 people were obtained. The sampling technique used was the accidental sampling technique. Data analysis in this study used multiple linear regression. Based on the partial research results, product innovation has no positive effect, while advertising, product quality, brand trust has positive effect on purchasing decision on faculty business student at Pelita Indonesia Institute Business and Technology.