KEKUATAN BRAND PRODUK OPPO SMARTPHONE MEMPENGARUHI VOLUME PENJUALAN PONSEL DI MUARA BUNGO

Abstract

Tujuan dilakukan penelitian ini adalah untuk mengetahui pengaruh kekuatan brand produk Oppo Smartphone terhadap volume penjualan pada Toko Rio Ponsel Muara Bungo. Metode penelitian ini bersifat kuantitatif. populasi adalah konsumen pada Toko Rio Ponsel sebanyak 2.725. Sampel menggunakan rumus Slovin sehingga diperoleh sampel sebanyak 95 orang. Analisis data menggunakan regresi linear sederhana. Hasil penelitian uji regresi linear diperoleh persamaan Y = -3.341 + 0.476 X + e, adapun hasil uji secara parsial diperoleh nilai t_hitung > t_tabel sebesar 20.314 > 1,986, artinya variabel kekuatan brand produk memiliki pengaruh terhadap volume penjualan pada Toko Rio Ponsel Muara Bungo. Adapun nilai kontribusi variabel independent terhadap dependent berdasarkan uji koefisien determinasi diperoleh nilai sebesar 81.6%, sisanya sebesar 18,4% dipengaruhi oleh variabel diluar penelitian. Kepada promotor OPPO Smartphone agar selalu menyampaikan kelebihan produk Oppo dalam memasarkan produk agar kekuatan brand produk Oppo Smartphone terbentuk dipikiran pelanggan.

The purpose of this study was to determine the effect of the strength of the Oppo Smartphone product brand on sales volume at the Rio Ponsel Muara Bungo Store. This research method is quantitative. the population is 2,725 consumers at the Rio Mobile Store. The sample uses the Slovin formula so that a sample of 95 people is obtained. Data analysis used simple linear regression. The results of the linear regression test obtained the equation Y = -3.341 + 0.476 X + e, while the partial test results obtained the value of tcount > ttable of 20.314 > 1.986, meaning that the product brand strength variable has an influence on sales volume at the Rio Ponsel Muara Bungo Store. The value of the contribution of the independent variable to the dependent based on the coefficient of determination test obtained a value of 81.6%, the remaining 18.4% was influenced by variables outside the study. To the promoters of OPPO Smartphones to always convey the advantages of Oppo products in marketing products so that the strength of the Oppo Smartphone product brand is formed in the minds of customers.