PENGARUH GAYA HIDUP, FITUR DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN OPPO SMARTPHONE DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of lifestyle, features and promotions
on purchasing decisions Oppo Smartphone in Padang city. The population in this study were
all consumer’s who buying product Oppo Smartphone in Padang city. The sampling technique
was purposive sampling, while the number of samples for analysis were 80 consumer’s.
Technique of data analysis for testing hypotheses is multiple linear regression.The results
found that the lifestyle and promotions effect significan on purchasing decisions and features
not significan effect on purchasing decisions. Contributions lifestyle, features and promotions
on purchasing decisions Oppo Smartphone in Padang city is 38.3%.
Keywords : Lifestyle, Features, Promotions and purchasing decisions