PENGARUH FAKTOR GAYA HIDUP, DESAIN PRODUK, FITUR PRODUK TERHADAP KEPUTUSAN PEMBELIAN OPPO SMARTPHONE DI KOTA PADANG

Abstract

This study aims to determine the influence of lifestyle factors, product design, product features to the smartphone oppo purchase decisions in the desert city. Sample in this research is the consumer who uses the product Oppo Smartphone in Padang totaling 138 people. Techniques used in sampling is purposive sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using T-test statistical test to prove the influence of the independent variable on the dependent variable partially or individual.
The results of this study found that a sedentary lifestyle is not significant positive effect on purchasing decisions. Product design significant positive effect on purchasing decisions. The products feature significant positive effect on purchasing decisions Oppo Smartphone in Padang.
Keywords: Lifestyle, Product Design, Product Features, Purchase Decision.