PENGARUH BRAND IMAGE, BRAND EXPERIENCE, BRAND TRUST, SATISFACTION, DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Smartphone technology has been one of the major drivers of change in affecting various aspects of society’s life. To be able to compete with similar companies and the company earns profit then purchase decision is very much needed by the company. Improving buyer decisions, companies need to pay attention to the factors of brand image, brand experience, brand trust, satisfaction, brand loyalty. The purpose of this study is to find out the influence of brand image, brand experience, brand trust, satisfaction, brand loyalty on purchase decision. This type of research is quantitative with purposive sampling technique distributed through questionnaire to 165 customers who had purchased OPPO martphones and resided in West Jakarta. Primary data analysis was conducted by Structural Equation Modeling (SEM) method. The results of this study showed that 3 of the 5 proposed hypotheses were accepted and the brand experience variable had the greatest influence on the purchase decision. This study contributes the company needs to improve the brand image of OPPO smartphone in order to have a better image compared to its competitors with branding strategies such as creating an attractive tagline or slogan that is easy to remember and the company needs to improve customer loyalty by providing information to customers through the official social media of OPPO or smartphone stores cooperating with OPPO in order for customers to follow my OPPO apps Exclusively which has many advantages OPPO such as OPPOints and exclusive services.