Pengaruh Promosi, Gaya Hidup Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Oppo Pada Masyarakat Kota Lhokseumawe

Abstract

The purpose of this study was to find out and analyze the effect of promotion, lifestyle and product quality on purchasing decisions for oppo smartphones in the people of Lhokseumawe city. The object of this research is the Oppo smartphone. This study uses a sampling technique using non-probability sampling , namely a sampling technique that does not provide equal opportunities or opportunities for each element or member of the population to be selected as a sample. The analysis in this study uses multiple linear regression analysis. The results of this study indicate that partially the promotion, lifestyle and product quality variables have a positive and significant effect on purchasing decisions for Oppo smartphones in the people of Lhokseumawe City. The results of this study indicate that the promotion, lifestyle and product quality variables simultaneously have a positive and significant effect on purchasing decisions.

Keywords:  Promotion, Lifestyle, Product Quality and                             Purchase Decision