Pengaruh Word Of Mouth (Wom) Dan Brand Image Terhadap Keputusan Pembelian Smartphone Merek Oppo (Studi Kasus Pada Mahasiswa IAIS Syarifuddin Lumajang)

  • Sofi Irawan Agus Firmansyah Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
  • Musringah Musringah Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
  • Nawangsih Nawangsih Sekolah Tinggi Ilmu Ekonomi Widyagama Lumajang
Keywords: Organizational Culture, Work Environment and Teacher Performance

Abstract

This study aims to determine the effect of Word of Mouth and Brand Image Against Purchase Decision Smartphone Brand Oppo At Student IAIS Syarifuddin
Lumajang.Penelitian this is a quantitative research by looking for associative relationships that are causal or research that is asking the relationship between two variables or more and is the cause effect. The sample taken is 30 people. Sample technique used is simple random sampling (simple random sampling).The results of this study indicate that partially the Word of Mouth has no significant effect on the Purchase Decision, while Brand Image
Juaga significant effect on Purchase Decision. Simultaneously Word of Mouth and Brand Image berpangaruh simultaneously to the decision to Purchase Smartphone Brand Oppo On IAIS Syarifuddin Lumajang The limitations of this study are only Word of Mouth and Brand Image as a factor affecting Purchase Decision, while other variables can influence Purchase Decision. It is expected to be examined by further researchers in different periods and internet services.

Published
2018-12-05
Section
Articles