Pengaruh Citra Merek, Harga, dan Promosi terhadap Keputusan Pembelian Handphone OPPO (Studi Kasus pada Mahasiswa Universitas Muhammadiyah Surakarta)

This study aims to determine the effect of brand image, price, and promotion on the purchase decision of Oppo mobile phones for all students of Oppo handphone users at Muhammadiyah University, Surakarta. The population in this study were all students of Oppo mobile users at the Muhammadiyah University of Surakarta, with a sample of 100 respondents. The sampling technique is a non probability sampling technique that is incidental sampling. The data collection technique used was a questionnaire. Methods of data analysis using multiple linear regression analysis techniques, classic assumption tests, hypothesis testing F, hypothesis testing t, coefficient of determination. The results showed that brand image, price, and promotion simultaneously affected Oppo's mobile purchasing decisions. Brand image and promotion partially have a positive effect on purchasing decisions on Oppo mobile phones