Kelana, Pramudya Gusti (2024) PENGARUH BRAND IMAGE, ELECTRONIC WORD OF MOUTH, PRODUCT QUALITY, DAN PRICE TERHADAP PURCHASE INTENTION PRODUK SMARTPHONE OPPO PADA MASYARAKAT DKI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) PRAMUDYA GUSTI KELANA
(B) THE EFFECT OF BRAND IMAGE, ELECTRONIC WORD OF MOUTH,
PRODUCT QUALITY, AND PRICE ON PURCHASE INTENTION OF OPPO
SMARTPHONE PRODUCTS IN THE SOCIETY OF DKI JAKARTA
(C) xviii + 112 Page + 32 Table + 6 Picture + 4 Attachment
(D) ENTREPRENUERSHIP MANAGEMENT
(E) Abstract : This study aims to examine whether brand image, electronic word of
mouth (e-WOM), product quality, and price influence the purchase intention of
Oppo smartphones among the people of DKI Jakarta. The sample consisted of 250
respondents who are consumers aware of Oppo smartphones in the DKI Jakarta
area. The sampling technique used was purposive sampling, with data collected
through an online questionnaire distributed via Google Forms. The collected data
were analyzed using the Structural Equation Modelling (SEM) method and
processed with the SmartPLS application. The results of the study indicate that
brand image, electronic word of mouth, product quality, and price all have a
positive influence on purchase intention. Specifically, the findings show that: (1)
brand image has a positive and significant effect on purchase intention, (2)
electronic word of mouth has a positive and significant effect on purchase
intention, (3) product quality has a positive but not significant effect on purchase
intention, and (4) price has a positive but not significant effect on purchase
intention. These findings suggest that brand image and e-WOM play a dominant
role in driving the purchase intention of consumers in DKI Jakarta toward Oppo
smartphones. Furthermore, although product quality and price have a positive
impact, they are not significant, indicating that purchase decisions are more
strongly influenced by brand perception and consumer reviews on social media.
This highlights the importance of branding strategies and effective e-WOM
management in increasing purchase intention.

Keywords: Brand image, Electronic Word of Mouth, Product Quality, Price,
Purchase Decision

(F) Book and Journal (2016-2025)
(G) Dr. Galuh Mira Saktiana, S.E., M.Sc.

(A) PRAMUDYA GUSTI KELANA
(B) PENGARUH BRAND IMAGE, ELECTRONIC WORD OF MOUTH, PRODUCT
QUALITY, DAN PRICE TERHADAP PURCHASE INTENTION PRODUK
SMARTPHONE OPPPO PADA MASYARAKAT DKI JAKARTA
(C) xviii + 112 Halaman + 32 Tabel + 6 Gambar + 4 Lampiran
(D) MANAJEMEN KEWIRAUSAHAAN
(E) Abstrak : Penelitian ini bertujuan untuk mengetahui apakah brand image,
electronic word of mouth, product quality, dan price terhadap purchase intention
produk smartphone Oppo pada masyarakat DKI Jakarta. Sampel pada penelitian
ini sebanyak 250 responden selaku konsumen yang mengetahui terkait produk
smartphone Oppo di wilayah DKI Jakarta serta dengan menggunakan teknik
pengambilan sampel adalah purposive sampling yaitu dengan cara menyebarkan
kuisioner secara online berupa google form. Data yang diperoleh kemudian
dianalisis menggunakan metode structural equation modelling (SEM) dan diolah
menggunakan aplikasi SmartPLS. Hasil dari penelitian ini adalah terdapat
pengaruh positif dan signifikan pada brand image, electronic word of mouth,
product quality, dan price terhadap purchase intention produk smartphone Oppo
pada masyarakat DKI Jakarta. Hasil penelitian ini menunjukkan bahwa 1) brand
image berpengaruh positif dan signifikan terhadap purchase intention, 2)
electronic word of mouth berpengaruh positif dan signifikan terhadap purchase
intention, 3) product quality berpengaruh positif dan tidak signifikan terhadap
purchase intention, 4) price berpengaruh positif dan tidak signifikan terhadap
purchase intention. Hal ini menunjukkan bahwa brand image dan electronic word
of mouth (e-WOM) memiliki pengaruh dominan dalam mendorong niat beli
masyarakat DKI Jakarta terhadap smartphone Oppo. Selain itu, kualitas produk
dan harga meskipun berpengaruh positif, namun tidak signifikan, yang
mengindikasikan bahwa keputusan pembelian lebih dipengaruhi oleh persepsi
merek dan ulasan konsumen di media sosial. Temuan ini menekankan pentingnya
strategi branding dan pengelolaan e-WOM dalam meningkatkan purchase
intention.

Kata Kunci: Citra Merek, Electronic Word of Mouth, Kualitas Produk, Harga,
Keputusan Pembelian

(F) Buku dan Jurnal (2016-2025)
(G) Dr. Galuh Mira Saktiana, S.E., M.Sc.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 30 Sep 2025 03:11
Last Modified: 30 Sep 2025 03:11
URI: https://repotest.untar.ac.id/id/eprint/48106

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