THE EFFECT OF QUALITY PERCEPTIONS, BRAND IMAGE AND BRAND AWARENESS ON INTEREST TO BUY OPPO SMARTPHONES IN BATAM CITY COMMUNITIES

Abstract

This study aims to analyze and find out whether there is an influence of perceived quality, brand image and brand awareness on the buying interest of Oppo smartphones in the people of Batam City. The sample used in this study were all respondents who used oppo cellphones in the Batu Aji sub-district in Batam City where the population size was unknown. In this study, the analysis was carried out using the SPSS Software Application Version 25. While the data testing techniques carried out in this study were validity test, reliability test, normality test, partial correlation analysis, coefficient of determination, multiple linear test, and hypothesis testing (t test and f test). Based on the results of the analysis, it can be seen that the influence of the quality perception variable has a positive effect and has a partially significant effect on Purchase Intention at PT Matahari Department Store Tbk. Brand image has a positive effect and has a partially significant effect on Purchase Intention at PT Matahari Department Store Tbk. Brand awareness (X3) has a positive and partially significant effect on Purchase Intention at PT Matahari Department Store Tbk. This shows that each variable has a positive and significant effect partially on the purchase intention variable (Y).