ANALYSIS THE FACTORS INFLUENCING PURCHASE DECISION OF PRODUCT OF SMARTPHONE XIAOMI AND OPPO WITH THE TOP OF MIND AS INTERVENING VARIABLE (Case Study On Smartphone User Community Xiaomi and OPPO in Semarang)

Abstract

This research was aimed to compare and analyze the influence of product knowledge, price and product atribute to top of mind of Xiaomi and OPPO smartphone so it can be affect to smartphone Xiaomi and OPPO purchase decision in Semarang.
This research was motivated by market share data of Xiaomi and OPPO between 2013 until 2017. The data was collected by questionnaire toward 102 persons of Xiaomi users and 102 of OPPO users in semarang, which is obtained by using purposive sampling technique. This research was analyzed by using quantitative analyses.A quantitative analysis consist of validity test, reliability test, the classic assumption test, multiple regression, hypothesis testing via t test and F test, and analysis of coefficient of determination.
Based on the analysis that has been done, this research toward Xiaomi cellphone prove that product knowledge hasn ’t a significant effect to top of mind of Xiaomi, then price and product atribute has a significant effect to top of mind of Xiaomi, and based on the analyisis about top of mind to purchase decision prove the top of mind has a significant effect to purchase decisions of Xiaomi product. Then based on the analysis that has been done, this research toward OPPO cellphone prove that product knowledge and product atribute has a significant effect to top of mind of OPPO, and price hasn’t a significant effect to top of mind of OPPO cellphone. And based on the analysis about top of mind to purchase decision of OPPO cellphone prove the top of mind has a significant effect to purchase decisions of OPPO product.
Keywords : product knowledge, price , top of mind , purchase decisions, Xiaomi, OPPO