PENGARUH IKLAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PERPINDAHAN MEREK SMARTPHONE OPPO DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Mahasiswa Pengguna Smartphone Merek OPPO di Universitas Bung Hatta)

Abstract

The purpose of this research was to analyze the the effect of advertising and product quality on brand switching decision of OPPO smartphone with brand image as intervening variables. The population of this study were all Management students in Economics Faculty at Bung Hatta University. The number of samples used in this study were 80 respondents with sampling techniques, namely purposive sampling. The techniques of data analysis was path analysis. The finding of this study were advertising and product quality have a positive effect on brand image and brand switching decisions, and brand image had an indirect effect in mediating the relationship between advertising and product quality on brand switching decision of OPPO smartphone on Management students in Economics Faculty at Bung Hatta University