Analyzing the Effect of Brand Preference, Brand Image, and Price toward Oppo Smartphone Purchasing Intention Among Islamic University Students

Afi Rachmat Slamet; Nur Hidayati

doi:10.30741/wiga.v11i2.874

Authors

Afi Rachmat Slamet Universitas Islam Malang
Nur Hidayati Universitas Islam Malang

DOI:

https://doi.org/10.30741/wiga.v11i2.874

Keywords:

Brand Image, Brand Preference, Price, Purchase Intention, Smartphone

Abstract

As one of the brands of smartphone products, Oppo already has a good market share in the market in Indonesia and has become one of the smartphone products that are well considered and chosen by its users, including students in Islamic University. The purpose of this study was to analyze the most dominant impact between brand preference, brand image, and price on the purchase intention of Oppo Smartphones perceived by students at the Faculty of Economics and Business, Islamic University of Malang. Data collection was taken over one month period, as 97 respondents are participating in this study. The data collected was processed and analyzed quantitatively to test the effect on each relationship between variables in the research model that was built. Among the three proposed hypotheses, only two were accepted and confirmed in this study. An important finding is revealed that price is not considered an important factor in Oppo Smartphone purchase intention. Thus, the price of Oppo Smartphone descriptively is the best thing perceived by respondents. Meanwhile, brand image was found to be the most important determinant of purchase intention as perceived by respondents. Discussions and opportunities for further research are presented at the end of this study.

Downloads

Download data is not yet available.

References

Abrori, I., & Ariescy, R. R. (2021). Determinants of Consumer Purchase Decisions with Price and Personal Factors as Control Variables. WIGA: Jurnal Penelitian Ilmu Ekonomi, 11(2), 147–154.

Ariyanti, M., & Bettega, M. (2016). The Impact of Brand Equity on Brand Preference and Purchase Intention of IndiHome Product. The 7 Th Smart Collaboration for Business in Technology and Information Industries 2016, 2, 160–165.

Aspan, H., Sipayung, I. M., Muharrami, A. P., & Ritonga, H. M. (2017). The Effect of Halal Label, Halal Awarness, Product Price, and Brand Image to the Purchasing Decision on Cosmetic Products (Case Study on Consumers of Sari Ayu Martha Tilaar in Binjai City). International Journal of Global Sustainability, 1(1), 55. https://doi.org/10.5296/ijgs.v1i1.12017

Baruno, A. D., & Susanto, A. H. P. (2018). Pengaruh Kesadaran Merek dan Kepercayaan Konsumen Atas Merek Terhadap Keputusan Pembelian Ulang Produk Smartphone Samsung. Jurnal Ilmu Manajemen Advantage, 2(1), 270–286.

Diputra, I. G. A. W. M., & Yasa, N. N. K. (2021). The Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM), 4(01), 25–34.

Gillespie, B., & Joireman, J. (2016). The Role of Consumer Narrative Enjoyment and Persuasion Awareness in Product Placement Advertising. American Behavioral Scientist, 60(12), 1510–1528. https://doi.org/10.1177/0002764216660136

Gupta, R., Kishore, N., & Verma, D. (2015). Impact of Celebrity Endorsements on Consumers’ Purchase Intention: A Study of Indian Consumers. Australian Journal of Business and Management Research, 5(3), 1–15.

Hansopaheluwakan, S., Oey, E., & Setiawan, Y. (2020). The Impact of Brand Equity and Brand Trust Towards Purchase Intention Through Brand Preference. Journal Of Archaeology Of Egypt/Egyptology, 18(1), 505–517.

Harjadi, D., Nurfatimah, S., Kuningan, U., Kuningan, K., & Barat, J. (2021). Brand Switching Behavior From Samsung To Oppo Among Millenials. Trikonomika, 20(1), 41–46. https://doi.org/10.23969/trikonomika.v20i1.3853

Hidayati, N., & Sunaryo, H. (2021). The Role of Halal Label to Increase the Effect of Attitude Toward Halal Product on Brand Image and Purchase Intention. International Journal of Entrepreneurship and Business Development, 4(5), 744–752.

Hidayati, N., Sunaryo, H., Agustina, I., & Hanif, R. (2021). Model Integrasi Minat Beli Produk Halal: Evaluasi Empiris Pada Konsumen Muslim di Kota Malang. Progress Conference, 4(1), 372–381.

Hidayati, N., Sunaryo, H., Pradesa, H. A., & Slamet, A. R. (2020). Exploring Perception of Halal Product Among Moslem Consumer : A Preliminary Study. International Journal of Academic Research in Business and Social Sciences, 10(8), 178–187. https://doi.org/10.6007/IJARBSS/v10-i8/7523

Kotler, P., & Keller, K. L. (2012). Marketing Management. Pearson Education Limited.

Maulidiyah, S. N., & Lukiana, N. (2017). Pengaruh Word of Mouth, Brand Image, dan Country of Origin Terhadap Keputusan Pembelian Smartphone Android Merek Samsung (Studi Kasus pada Sekolah Tinggi Ilmu Ekonomi Widya Gama Lumajang). Jurnal Ilmu Manajemen Advantage, 01(1), 26–39. http://hariangadget.com

Morwitz, V. (2014). Consumers’ purchase intentions and their behavior. Foundations and Trends in Marketing, 7(3), 181–230. https://doi.org/10.1561/1700000036

Naami, A., Sheykhaghaee, K., & Ghanbarzad, A. (2017). The Effect of Extrinsic Cues of Products on Brand Preference and Customer Purchase Intentions : The Moderating Effect of Social Factors. Helix, 8, 1171–1177. https://doi.org/10.29042/2017-1171-1177

Noerchoidah, N. (2013). Analisis Pengaruh Harga, Kualitas Produk dan Iklan Terhadap Brand Image dan Keputusan Pembelian Sepeda Motor Merek Kawasaki. WIGA: Jurnal Penelitian Ilmu Ekonomi, 3(1), 48–60.

Nurhasah, S., Munandar, J. M., & Syamsun, M. (2018). Faktor-Faktor yang Mempengaruhi Minat Beli Produk Makanan Olahan Halal pada Konsumen. Jurnal Manajemen Dan Organisasi, 8(3), 250. https://doi.org/10.29244/jmo.v8i3.22069

Rai, B. (2021). Factors Affecting Smartphone Purchase Intention of Consumers in Nepal. Journal of Asian Finance, Economics and Business, 8(2), 465–473. https://doi.org/10.13106/jafeb.2021.vol8.no2.0465

Samsuranto, S. (2021). Perception and Motivation Analysis of Purchase Decisions in Lumajang. Jurnal Ilmu Manajemen Advantage, 5(2), 79–84.

Santoso, I. H., & Nosita, F. (2020). Perbedaan Niat Pembelian Ulang Pada Pengguna Smartphone Samsung Dan Oppo : Ketika Harga Tidak Lagi Merefleksikan Kualitas. Media Riset Bisnis & Manajemen, 20(1), 41–50.

Sudirman, A., Halim, F., Pakpahan, G., & Sherly. (2020). Faktor-Faktor Yang Mendorong Minat Beli Smartphone Merek OPPO Dalam Kondisi Pandemi Covid-19. Seminar Nasional Manajemen, Ekonomi Dan Akuntansi, September, 1–11. https://proceeding.unpkediri.ac.id/index.php/senmea/article/view/223

Sumarsono, R., Firdiansjah, A., & Respati, H. (2018). Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Keputusan Pembelian Produk Madlyson Di Distro Aztekline Tulungagung. WIGA: Jurnal Penelitian Ilmu Ekonomi, 8(1), 55–68.

Swan, J. E., & Combs, L. J. (1976). Product Performance and Consumer Satisfaction: A New Concept. Journal of Marketing, 40(2), 25. https://doi.org/10.2307/1251003