?url_ver=Z39.88-2004&rft_id=1011011189&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+PERSEPSI+PRODUK%2C+HARGA%2C+PROMOSI%2C+DAN+DISTRIBUSI%0D%0ATERHADAP+KEPUTUSAN+PEMBELIAN+PRODUK+GAWAI+OPPO+DI%0D%0ABANDAR+LAMPUNG%0D%0A&rft.creator=+DENI+RIAN+PRATAMA+%2C+1011011189&rft.subject=HD28+Management.+Industrial+Management&rft.subject=HF+Commerce&rft.description=Pasar+smartphone+saat+ini+mengalami+persaingan+yang+sangat+ketat+dikare-na+produsen+smartphone+berlomba-lomba+untuk+menciptakan+produk+yang+se-makin+bervariasi+sehingga+konsumen+dihadapkan+pada+banyak+pilihan+dan+kemungkinan+konsumen+untuk+beralih+semakin+besar.+Tidak+terkecuali+produk+smartphone+Oppo+yang+harus+terus+berinovasi+untuk+tetap+mampu+bersaing+dipasaran.%0D%0ATujuan+dari+penelitian+ini+adalah+untuk+mengetahui+dan+menganalisis+pengaruh+produk%2C+harga%2C+promosi+dan+distribusi+terhadap+keputusan+pembelian+smartphone+merek+Oppo+di+Bandar+Lampung.+Penelitian+ini+dilakukan+di+Kota+Bandar+Lampung+dengan+jumlah+sampel+100+orang+responden.%0D%0ABerdasarkan+hasil+dari+analisis+regresi+linier+berganda%2C+variabel+tanggapan-terhadap+distribusi+memiliki+pengaruh+paling+besar+yaitu+sebesar+0%2C529.+Sementara+variabel+tanggapan+terhadap+harga+memiliki+pengaruh+paling+kecil+yaitu+sebesar+0%2C111.%0D%0APengujian+hipotesis+dengan+menggunakan+uji+t+menunjukan+bahwa+variabel+tanggapan+terhadap+produk+(X1)%2C+tanggapan+terhadap+promosi+(X3)%2C+dan+tang-gapan+terhadap+distribusi+(X4)+terbukti+memiliki+pengaruh+yang+positif+dan+signif-ikan+terhadap+keputusan+pembelian+(Y).+Sedangkan+variabel+tanggapan+terhadap+harga+(X2)+memiliki+pengaruh+positif+namun+tidak+signifikan.%0D%0ASedangkan+nilai+Adjusted+R+Square+memiliki+angka+0%2C683+yang+mengan-dung+arti+bahwa+produk%2C+harga%2C+promosi%2C+dan+distribusi+mampu+menjelaskan+kepu-tusan+pembelian+sebesar+68%2C3%25.+Sedangkan+sisanya+sebesar+31%2C7%25+dijelaskan+oleh+variabel+lain+di+luar+empat+variabel+yang+digunakan+dalam+peneliatan+ini.%0D%0A%09%09%0D%0AKata+Kunci%3A+KeputusanPembelian%2C+Produk%2C+Harga%2C+Distribusi%2C+Promosi%0D%0A%09%0D%0AABSTRACT%0D%0A%0D%0A%0D%0AThe+smartphone+market+is+currently+experiencing+a+very+tight+competition+because+smartphone+manufacturers+are+competing+to+create+an+increasingly+di-verse+product+so+that+consumers+are+faced+with+many+choices+and+the+possibility+of+consumers+to+switch+even+bigger.+No+exception+Oppo+smartphone+products+that+must+continue+to+innovate+to+remain+able+to+compete+in+the+market.+%0D%0AThe+aim+of+this+research+is+to+know+and+analyze+the+influence+of+product%2C+price%2C+promotion+and+distribution+to+decision+of+Oppo+brand+smartphone+purchase+in+Bandar+Lampung.+This+research+was+conducted+in+Bandar+Lampung+City+with+sample+number+100+respondents.+%0D%0ABased+on+the+result+of+multiple+linear+regression+analysis%2C+response+variable+to+the+distribution+has+the+greatest+influence+that+is+equal+to+0%2C529.+While+the+response+variable+to+price+has+the+least+influence+that+is+equal+to+0%2C111.%0D%0AHypothesis+testing+using+t+test+shows+that+response+variable+to+product+(X1)%2C+response+to+promotion+(X3)%2C+and+response+to+distribution+(X4)+proved+to+have+positive+and+significant+influence+on+purchasing+decision+(Y).+While+the+variable+response+to+the+price+(X2)+has+a+positive+influence+but+not+significant.%0D%0Awhile+the+value+of+Adjusted+R+Square+has+a+number+of+0.683+which+means+that+the+product%2C+price%2C+promotion%2C+and+distribution+can+explain+the+purchase+de-cision+of+68.3%25.+The+remaining+balance+of+31.7%25+is+explained+by+other+variables+outside+the+four+variables+used+in+this+study.+%0D%0A%0D%0AKeywords%3A+Purchase+Decision%2C+Product%2C+Price%2C+Distribution%2C+Promotion%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2018-03-07&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F30843%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F30843%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F30843%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=+++DENI+RIAN+PRATAMA+%2C+1011011189++(2018)+PENGARUH+PERSEPSI+PRODUK%2C+HARGA%2C+PROMOSI%2C+DAN+DISTRIBUSI+TERHADAP+KEPUTUSAN+PEMBELIAN+PRODUK+GAWAI+OPPO+DI+BANDAR+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F30843%2F