PENGARUH BRAND IMAGE TERHADAP REPURCHASE INTENTION PRODUK SMARTPHONE OPPO PADA MAHASISWA PROGRAM STUDI MANAJEMEN UNIVERSITAS QUALITY

Abstrak

This study aims to analyze the influence of brand image on the repurchase intention of Oppo
smartphone products in students of the Management Study Program, University of Quality. In
an era of increasingly fierce competition in the smartphone market, brand image is one of the
important factors that affect consumer behavior. This study uses a quantitative method by
collecting data through questionnaires to 65 respondents who were selected using the
purposive sampling technique. The independent variable is the brand image, while the
dependent variable is the repurchase intention. Data analysis was carried out by a simple
linear regression method with validity test, reliability test, normality test, heteroscedasticity
test, linearity test, partial test (t), and determination coefficient test (R2). The results of the
study show that brand image has a positive and significant effect on the repurchase intention
of Oppo smartphone users, with a regression value of p = 0.000 < 0.05 and Y'-2.635 + 1.382X,
where the results of the t-test (partial) show that the significance value of brand image (X) on
repurchase intention (Y) is 0.000 < 0.05 and the t-value is calculated 10,471 > 1,998, then H0 was
rejected and Ha was accepted with an R Square (R2) value of 0.635 > 0.05 or 63.5%.