PENGARUH KELAS SOSIAL, IKLAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO

AS' ANDIKA, AS' ANDIKA (2025) PENGARUH KELAS SOSIAL, IKLAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of word of mouth, advertising, and social class on OPPO smartphone purchasing decisions. The object of this study is someone who has purchased an OPPO smartphone at the age of 19 years and above and is domiciled in DKI Jakarta, Indonesia. The sample used in this study is 121 respondents. The sampling technique uses purposive sampling with the SmartPLS analysis tool version 4. The results show that social class has a significant influence on purchasing decisions, advertising has a significant influence on purchasing decisions, and word of mouth has a significant influence on purchasing decisions Keywords: social class, advertising, word of mouth, purchasing decisions. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kelas sosial, iklan, dan word of mouth terhadap keputusan pembelian smartphone OPPO. Objek dalam penelitian ini adalah seseorang yang pernah membeli smartphone OPPO pada saat berusia 19 tahun ke atas dan berdomisili di DKI Jakarta, Indonesia. Jumlah sampel yang digunakan dalam penelitian ini adalah 121 responden. Teknik pengambilan sampel menggunakan purposive sampling dengan alat analisis SmartPLS versi 4. Hasil menunjukkan bahwa kelas sosial berpengaruh dan signifikan terhadap keputusan pembelian, iklan berpengaruh dan signifikan terhadap keputusan pembelian, dan word of mouth berpengaruh dan signifikan terhadap keputusan pembelian. Kata Kunci : kelas sosial, iklan, word of mouth, keputusan pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 081
NIM/NIDN Creators:	43120120042
Uncontrolled Keywords:	kelas sosial, iklan, word of mouth, keputusan pembelian.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 305 Social Groups/Kelompok-kelompok Sosial > 305.5 Social Classes/Kelas-kelas Sosial, Strata Sosial, Stratifikasi Sosial 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	11 Apr 2025 02:02
Last Modified:	11 Apr 2025 02:02
URI:	http://repository.mercubuana.ac.id/id/eprint/95146

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