Pengaruh Promosi Produk dan Kualitas Pelayanan terhadap Minat Beli Smartphone OPPO di Erafone Summarecon Kota Bekasi

Gustina, Serly (2024) Pengaruh Promosi Produk dan Kualitas Pelayanan terhadap Minat Beli Smartphone OPPO di Erafone Summarecon Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

OPPO smartphones are one of the smartphone brands in Indonesia which are quite popular and popular among Indonesian people, accompanied by the increasing need for smartphones. OPPO smartphones are one of the companies that continues to grow from year to year by consistently releasing the latest smartphone products following people's needs. The aim of this research is to describe the influence of product promotion and service quality on interest in buying Oppo smartphones in Erafone Summarecon, Bekasi city. The descriptive method was used to get a clear picture of the relationship between product promotion, service quality, and purchase interest in Oppo smartphones in Erafone Summarecon, Bekasi city. In this research, the respondents taken were customers of the Erafone Summarecon Mall Bekasi City store who had made smartphone transactions at the Erafone Summarecon Bekasi City store and were aged >18 years or >40 years. The number of respondents in this study was 100 respondents. After conducting research regarding the relationship between product and service quality on interest in buying Oppo Smartphones at Erafone Summarecon, Bekasi City, it was studied using calculated t values. If the calculated t value is greater than t table 2.711 and the significance level is 0.000<0.05, it can be concluded that if product promotion is better, buying interest will increase and if product promotion is getting worse, buying interest will decrease. Then the calculated t value is greater than the t table 6.529 and the significance level is 0.000 <0.05, so it can be concluded that if the quality of service is better then interest in buying will increase, conversely if the quality of service is getting worse then interest in buying will decrease. And furthermore, in this study, a positive calculated F value of 61,212 was obtained which was greater than F table 3.09 and a significance level of 0.000<0.05, so it can be concluded that if product promotion and service quality are increased simultaneously, there will be interest in buying Oppo smartphones at Erafone Summarecon Kota. Bekasi will increase. From the two variables, namely product promotion and service quality, a determination coefficient of 0.558 was obtained. Thus, the total variation in purchasing interest caused by product promotion and service quality is 55.8%. Meanwhile, the remaining 44.2% is influenced by other variables including Brand Image, Price, and others outside this research.

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