Prayoga, Ardian Dwi (2024) Pengaruh Brand Image dan Ulasan Pelanggan Terhadap Minat Beli Smartphone Oppo di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Rapid technological developments have brought significant changes to people's lifestyles, especially in the telecommunications industry which has become increasingly competitive with the presence of various smartphone brands. Oppo, as one of the leading brands in Indonesia, has succeeded in building a strong brand image through innovation and product quality. However, despite its solid reputation, Oppo still faces fluctuations in consumer purchasing interest. Purchase interest in Oppo products is greatly influenced by consumer perception, which is formed from a combination of brand image and customer reviews. A positive brand image can increase brand appeal, while customer reviews, both positive and negative, play a major role in shaping public opinion and purchasing decisions. Therefore, this study aims to analyze in depth how brand image and customer reviews influence Oppo smartphone purchase interest in Surabaya. The results show that brand image and customer reviews have a positive effect on purchase interest, providing important insights for companies in designing more effective and competitive marketing strategies
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Ardian Dwi Prayoga | ||||||||
| Date Deposited: | 17 Sep 2024 04:41 | ||||||||
| Last Modified: | 17 Sep 2024 04:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29157 |
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