PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP MINAT BELI ULANG SMARTPHONE OPPO

ROSADI, IMRON (2025) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP MINAT BELI ULANG SMARTPHONE OPPO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The increasingly fierce competition in the smartphone industry encourages companies to continue to innovate in retaining consumers, one of which is through increasing repurchase interest. This study aims to analyze the influence of product quality, brand image, and price perception on repurchase interest of OPPO smartphones in DKI Jakarta. This study uses a quantitative approach with a data collection method through distributing questionnaires to 180 respondents who are OPPO smartphone users. The sampling technique was carried out using purposive sampling, while data analysis used the Structural Equation Modeling (SEM) method with the help of SmartPLS 4 software. The results of the study indicate that product quality has a positive and significant effect on repurchase interest, while brand image and price perception do not have a significant effect on repurchase interest. This finding confirms that product quality is a major factor in increasing consumer loyalty to make repeat purchases, while brand image and price perception are not dominant factors. Keywords: Product Quality, Brand Image, Price Perception, Repurchase Intention, Oppo Smartphone Persaingan yang semakin ketat dalam industri smartphone mendorong perusahaan untuk terus berinovasi dalam mempertahankan konsumen, salah satunya melalui peningkatan minat beli ulang. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra merek, dan persepsi harga terhadap minat beli ulang smartphone OPPO di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui penyebaran kuesioner kepada 180 responden pengguna smartphone OPPO. Teknik pengambilan sampel dilakukan secara purposive sampling, sedangkan analisis data menggunakan metode Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap minat beli ulang, sedangkan citra merek dan persepsi harga tidak berpengaruh signifikan terhadap minat beli ulang. Temuan ini menegaskan bahwa kualitas produk menjadi faktor utama dalam meningkatkan loyalitas konsumen untuk melakukan pembelian ulang, sementara citra merek dan persepsi harga tidak menjadi faktor dominan. Kata Kunci: Kualitas Produk, Citra Merek, Persepsi Harga, Minat Beli Ulang, Smartphone Oppo

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 378
NIM/NIDN Creators:	43119010131
Uncontrolled Keywords:	Kualitas Produk, Citra Merek, Persepsi Harga, Minat Beli Ulang, Smartphone Oppo
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	25 Oct 2025 05:09
Last Modified:	25 Oct 2025 05:09
URI:	http://repository.mercubuana.ac.id/id/eprint/99791

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