PENGARUH HARGA, CITRA MEREK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

CLARA PRAMESTHI, The Effect of Price, Brand Image and Advertisement towards Student's Purchase Decision of Oppo Smartphone in the Faculty of Economics, Universitas Negeri Jakarta The purpose of this study is to determine the correlation between price, brand image and advertisement with purchase decisions smartphone Oppo in the Faculty Economics, Universitas Negeri Jakarta. This research was conducted at the Faculty of Economics, Jakarta State University, for 6 months starting from January to June 2020. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 150 people. The resulting regression equation is Y = 23,016 + 0.499 X1 + 0.373 X2 + 0.218 X3. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,100, X1 equal to 0,200, X2 equal to 0,200 and X3 equal to 0,84. Because the significance level is > 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Testing linearity of regression Y on X1, Y on X2 and Y on X3 yields a significance value on Linearity, that is 0,000 < 0.05, so it is concluded that it has a linear relationship. Then performed the test significance correlation coefficient using t test and the resulting Y on X1 thitung = 3.320 and ttable = 1.65536, Y on X2 thitung = 3.338 and ttable = 1.65536 and Y on X3 thitung = 3.148 and ttable = 1.65536. The value of correlation coefficient between variable of price variable (X1) to the purchase decision (Y) equal to 0.475, brand image (X2) to the purchase decision (Y) equal to 0.485 and the value of the balance coefficient between the advertising variable (X3) to the purchase decision (Y) equal to 0.292. So, there is a positive and significant relationship between price and purchasing decisions, as well as a positive and significant relationship between brand image and purchasing decisions and there is a positive and significant relationship between advertisement and purchasing decisions. Thus, it can conclude a positive and significant relationship between price, brand image and advertisement with purchasing decisions. The coefficient of determination Y on X1, X2 and X3 obtained by 0.333 indicating that 33.3% variable purchase decision is determined by the price, brand image and advertisement. Meanwhile, the remaining 66.7% is influenced by other factors. Keyword: Purchase Decision, Price, Brand Image, Advertisemen