Pengaruh Advertising Value Dan Brand Awareness Terhadap Purchase Intention Pada Produk OPPO Reno8 T Series
The Effect Of Advertising Value And Brand Awareness On Purchase Intention On OPPO Reno8 T Series
Purchase intention merupakan perilaku konsumen yang timbul sebagai respon terhadap objek yang menunjukkan keinginan dari konsumen untuk melakukan pembelian. Beberapa faktor yang dapat memengaruhi purchase intention adalah advertising value dan brand awareness. Penelitian ini bertujuan untuk membahas pengaruh advertising value dan brand awareness terhadap purchase intention pada produk OPPO Reno8 T Series. Penelitian ini merupakan penelitian kuantitatif. Teknik pengambilan sampel yang digunakan yaitu teknik judgmental sampling dengan jumlah responden 210. Penyebaran kuisioner dilakukan secara online dengan pengukuran jawaban menggunakan skala likert empat jenjang. Analisis statistik yang digunakan adalah regresi linear berganda dengan menggunakan aplikasi SPSS. Hasil penelitian menunjukkan bahwa advertising value dan brand awareness berpengaruh terhadap purchase intention. Implikasi berdasarkan penelitian ini menunjukkan bahwa brand OPPO diharapkan meningkatkan brand awareness konsumen seperti membuat konten marketing yang menarik, aktif dalam media sosial, serta mengadakan event agar brand awareness dapat lebih memengaruhi purchase intention.
Kata kunci : Advertising value, Brand awareness, Purchase intention, Smartphone.
Purchase intention is consumer behavior that arises in response to objects that indicate the desire of consumers to make purchases. Some factors that can affect purchase intention are advertising value and brand awareness. This study aims to discuss the influence of advertising value and brand awareness on purchase intention on OPPO Reno8 T Series products. This research is a quantitative research. The sampling technique used was the judgmental sampling technique with a total of 210 respondents. The distribution of questionnaires was carried out online by measuring answers using a four-level Likert scale. The statistical analysis used is multiple linear regression using the SPSS application. The results showed that advertising value and brand awareness affect purchase intention. The implications based on this study show that the OPPO brand is expected to increase consumer brand awareness such as creating interesting marketing content, being active in social media, and holding events so that brand awareness can further influence purchase intention.