Pengaruh Kualitas Produk, Harga, Merek, dan Iklan Terhadap Keputusan Pembelian Konsumen

The aim of this study was to find out the effect of product quality, price, brand, advertising, and lifestyle to consumer purchasing decision oppo smartphone android products at oppo outlet Mall Boemi Kedaton Bandar Lampung. The method in this study was descriptive verification with ex post facto approach and survey. Sampling in this study as many as 75 people were determined by accidental sampling technique. Data analyzed multiple linear regression model. The results shows that there is an positive and significant influence of product quality, price, brand, advertising, and lifestyle to consumer purchasing decision oppo smartphone android products at oppo outlet Mall Boemi Kedaton Bandar Lampung.Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, merek, iklan, dan gaya hidup terhadap keputusan pembelian konsumen produk smartphone oppo android pada gerai oppo Mall Boemi Kedaton Bandar Lampung. Metode yang digunakan deskriptif verifikatif dengan pendekatan ex post facto dan survey.Sampel berjumlah 75 orang yang ditentukan dengan teknik accidental sampling. Analisis data menggunakan model regresi linier ganda. Hasil analisis data menunjukkan bahwa ada pengaruh yang positif dan signifikan kualitas produk, harga, merek, iklan, dan gaya hidup terhadap keputusan pembelian konsumen produk smartphone oppo android pada gerai oppo Mall Boemi Kedaton Bandar Lampung.Kata kunci: kualitas produk, harga, merek, iklan, keputusan pembelia