The Effect of Product Quality, Brand Image and Price Perception on Oppo Smartphone Repurchase Interest
Keywords:
Product Quality, Brand Image, Price Perception, Repurchase Intention, Oppo SmartphoneAbstract
The increasingly fierce competition in the smartphone industry encourages companies to continue to innovate in retaining consumers, one of which is through increasing repurchase interest. This study aims to analyze the influence of product quality, brand image, and price perception on repurchase interest of OPPO smartphones in DKI Jakarta. This study uses a quantitative approach with a data collection method through distributing questionnaires to 180 respondents who are OPPO smartphone users. The sampling technique was carried out using purposive sampling, while data analysis used the Structural Equation Modeling (SEM) method with the help of SmartPLS 4 software. The results of the study indicate that product quality has a positive and significant effect on repurchase interest, while brand image and price perception do not have a significant effect on repurchase interest. This finding confirms that product quality is a major factor in increasing consumer loyalty to make repeat purchases, while brand image and price perception are not dominant factors.
Downloads
References
Abdullah, A., Machmud, R., & Juanna, A. (2024). Pengaruh Kepercayaan Konsumen dan Pengalaman Pembelian Terhadap Minat Beli di Online Shop Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Gorontalo). Jurnal Ilmiah Wahana Pendidikan, 10(7), 102–114. https://doi.org/10.5281/zenodo.10969309
Abdullah, K., Jannah, M., Aiman, U., & Hasda, S. (2022). Metodelogi Penelitian Kuantitatif (N. Saputra (ed.)). Yayasan Penerbit Muhammad Zaini.
AisNandi, G., & Amron, A. (2024). Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Samsung Di Kota Semarang. Jurnal Maneksi (Management Ekonomi Dan Akuntansi), 13(2), 513–524. https://doi.org/10.31959/jm.v13i2.2358
Amarudin, A., Priyanda, R., & Agustina, T. S. (2022). Metodelogi Penelitian Kuantitatif (F. Sukmawati (ed.)). Pradina Pustaka. https://doi.org/978-623-99688-7-8
Anggarini, R. P., & Prastiwi, S. K. (2025). The Influence of Green Marketing, Lifestyle, And Brand Image on Repurchase Intention. Global Review of Economics and Business Strategies, 1(1), 054–070.
Anshori, M., & Iswati, S. (2019). Metodologi Penelitian Kuantitatif : Edisi 1. Airlangga University Press.
Aprilia, Y., & Andarini, S. (2023). Pengaruh Product Quality dan Brand Trust terhadap Repurchase Intention Melalui Customer Satisfaction sebagai Variabel Intervening pada Produk Kecantikan Brand Somethinc. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 3193–3205. https://doi.org/10.47467/alkharaj.v5i6.3649
Aswar, N. F., & Haeruddin, M. I. W. (2025). Pengaruh Artificial Intelligence Activities Terhadap Repurchase Intention Melalui Customer Experience Pada Pengguna Grab Food Delivery di Kota Makassar. Paradoks : Jurnal Ilmu Ekonomi, 8(2), 738–747. https://doi.org/10.57178/paradoks.v8i2.1206
Asyraf, F., Montazeri, M., Haidar, & Romdonny, J. (2024). Product Quality and Price its Influence on the Decision to Purchase a Realme Handphone on Libra Cell. Indonesian Journal of Business Analytics, 4(2), 549–562. https://doi.org/10.55927/ijba.v4i2.8522
Bahalwan, F., & Indayani, L. (2025). Pengaruh Labelisasi Halal, Inovasi Produk, Harga Terhadap Keputusan Pembelian pada Produk Makanan dan Minuman Impor dalam Kemasan. Syntax Idea, 7(4), 646–659. https://doi.org/10.46799/syntaxidea.v7i4.12819
Dwiana, A. A., & Nurcholis, L. (2025). Peran Customer Experience, Loyalty Program, dan E-Service Quality Terhadap Repurchase Intention Gopay Melalui Customer Satisfaction Pada Gen Z Semarang. ECo-Buss, 8(1), 179–192. https://doi.org/10.32877/eb.v8i1.2483
Fadillah, M. R., & Batu, R. L. (2023). No TitlePengaruh Harga, Kualitas Produk, Promosi terhadap Keputusan Pembelian Smartphone Xiaomi (Studi Kasus pada Followers Instagram Xiaomi). El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(1), 179–187. https://doi.org/10.47467/elmal.v5i1.3482
Firdausy, S. B. K., Maharani, D. D., & Sakti, D. B. (2024). Pengaruh Persepsi Qualitas, Brand trust, dan Brand satisfaction Terhadap Repurchase Intention Pada UMKM di Sektor Pemasaran Produk Makanan. Sanskara Manajemen Dan Bisnis, 2(3), 179–190. https://doi.org/10.58812/smb.v2i03.417
Ghozali, I. (2021). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris, 3/E. Univesitas Diponegoro.
Ghozali, I. (2023). Partial Least Square (Konsep, Teknik dan Aplikasi) Smart PLS 4.0. Yoga Pratama.
Hadzafi, A. I., & Arifin, S. (2024). Pengaruh Citra Merk, Kualitas Produk, Product Knowledge Terhadap Repurchase Intension Pada Gongso Kopi. Accounting and Management Journal, 8(1), 52–60. https://doi.org/10.33086/amj.v8i1.6264
Hamizan, M., & Abu, N. H. (2023). An Analysis of the Effect of Price and Quality on Customer Buying Patterns: An Empirical Study of iPhone Buyers. International Journal of Interactive Mobile Technologies, 17(18), 118. https://doi.org/10.3991/ijim.v17i18.42917
Hardani, et al, Hardani, H., Andriani, H., & Utami, E. F. (2020). Metode Penelitian Kualitatif & Kuantitatif (H. Abadi (ed.)).
Hasanawi, H., Fadilah, K. N., & Yuliawati, Y. (2025). Pengaruh Customer Experience, Kualitas Produk dan Inovasi Produk terhadap Repurchase Intention pada Wanita Pengguna Hijab Produk Rabbani. AKSIOMA : Jurnal Sains, Ekonomi Dan Edukasi, 2(5), 966–981. https://doi.org/10.62335/aksioma.v2i5.1238
Holbert, R. L., Dias, N. C., Hardy, B. W., & Amieson, K. H. (2021). Exploring the Role of Media Use Within an Integrated Behavioral Model (IBM) Approach to Vote Likelihood. Journal American Behavioral Scientist, 65(3), 412–431.
Hondo, I. K. (2024). The Effect Of Self-Congruity And Brand Credibility On Purchase Decisions With Purchase Intention As A Mediating Variable: An Empirical Study On Apple Macbook Pro Products In Surabaya. Journal of Entrepreneurship, 3(2), 65–85. https://doi.org/10.56943/joe.v3i2.596
Hutasoit, S. T. M., & Saputro, A. H. (2024). Pengaruh Promosi, Kualitas Pelayanan, Dan Pengalaman Pembelian Terhadap Minat Beli Ulang Di Marketplace Lazada. Jurnal Ekonomi, Manajemen, Dan Akuntansi, 10(1), 654–663. https://doi.org/10.35870/jemsi.v10i1.2065
Ichtiar, N. I. A. Z., Suhud, U., & Kusumaningtyas, D. P. (2025). Pengaruh Influencer Marketing, E-WOM, Brand Image Terhadap Purchase Intention dan Purchase Decision Produk Jennskin Deodorant Di TikTok Shop. Jurnal Rumpun Manajemen Dan Ekonomi, 2(4), 244–257. https://doi.org/10.61722/jrme.v2i4.5661
Iman, F. (2024). Pengaruh Kualitas Produk, Promosi, dan Desain terhadap Keputusan Pembelian Smartphone OPPO di Kecamatan Driyorejo Kabupaten Gresik. Jurnal Riset Manajemen, 2(3), 455–469. https://doi.org/10.54066/jurma.v2i3.2311
Indriani, K., & Arifiansyah, R. (2025). Pengaruh EWOM, Brand Trust, dan Persepsi Harga terhadap Keputusan Pembelian di Restoran Subway. Journal of Artificial Intelligence and Digital Business, 4(2), 1945–1951. https://doi.org/10.31004/riggs.v4i2.694
Khurshid, M., Abdullah, M., & Khan, M. H. (2022). Factors Affecting Electronic Word of Mouth and Leading towards Purchasing Decision in the Smartphone Industry of Pakistan. NUML International Journal of Business & Management, 17(1), 1–15. https://doi.org/10.52015/nijbm.v17i1.95
Kotler, P., & Keller, K. L. (2016). Marketing Management. Boston : Pearson Education.
Kusuma, I. B. K. D., & Sukanti, N. K. (2024). Pengaruh Kualitas Produk Dan Pengalaman Membeli Terhadap Minat Beli Ulang Pada Warung Babi Guling Pande Egi Gianyar. Jurnal IndraTech, 5(2), 9–17. https://doi.org/10.56005/jit.v5i2.153
Laeli, I. H., & Yani, D. A. (2025). Pengaruh Brand Image, Sosial Media Marketing Dengan Mediasi Purchase Intention Terhadap Purchase Decision Pada Produk Sepatu Compas. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 3689–3696. https://doi.org/10.31004/riggs.v4i2.1084
Mairani, F., & Lubis, N. W. (2024). Pengaruh Kesadaran Merek dan Asosiasi Merek Terhadap Keputusan Pembelian Smartphone Oppo (Studi Kasus Konsumen Counter Oppo Plaza Millenium Medan). Al-Mikraj: Jurnal Studi Islam Dan Humaniora, 5(1), 397–413. https://doi.org/10.37680/almikraj.v5i01.5803
Malakiano, G., & Ahmadi, M. A. (2025). Pengaruh Brand Image, Brand Awareness, dan Product Quality Terhadap Repurchase Intention Produk Skincare Skintific. Jurnal Riset Multidisiplin Edukasi, 2(1), 170 –191. https://doi.org/10.71282/jurmie.v2i1.29
Mawaddah, W., Rini, E. S., & Fawzeea, B. K. S. (2024). Pengaruh Social Media dan Kualitas Produk terhadap Repurchase Intention Melalui Kepuasan Pelanggan pada UMKM Alfahmi Konveksi. Jurnal Manajemen Dan Sains, 9(1), 454–460. https://doi.org/10.33087/jmas.v9i1.1674
Mudaber, A. Z., Hamyar, M. A., & Mayar, S. (2024). Identifying the Factors Influencing Youths Decision in Afghanistan for the Purpose of Smartphone Purchasing. Journal of Humanities & Social Sciences Studies (JHSSS), 6(9), 110–123. https://doi.org/10.32996/jhsss.2024.6.9.13
Mufashih, M., Maulana, A., & Shihab, M. S. (2022). Pengaruh Kualitas Produk, Electronic Word of Mouth dan Citra Merek Terhadap Repurchase Intention di Kedai Coffee-to-Go Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Syntax Literate: Jurnal Ilmiah Indonesia, 7(10), 17215–17234. https://doi.org/10.36418/syntax-literate.v7i10.13043
Panjaitan, F. A. B. K., Juharsah, M., Amirul, A. D. U., & Oktaviani, P. H. (2024). The Role Of Price Perception In Interest In Buying Smartphones Through Optimization Of Product Quality And Brand Image. Journal of Application Business & Management, 10(2), 447. https://doi.org/10.17358/jabm.10.2.447
Purwanto, A., & Prayuda, R. Z. (2024). The Role of Brand Image, Brand Experience, Influencer Marketing and Purchase Interest on Cunsumer Purchasing Decisions of Handphone. PROFESOR: Professional Education Studies and Operations Research, 1(1), 1–5. https://doi.org/10.7777/profesor11
Purwanto, N., & Budiyanto, B. (2022). Theory of Planned Behavior (Implementasi Perilaku Electronic Word of Mouth pada Konsumen Marketplace) (Cetakan I). Literasi Nusantara Abadi.
Qolbi, N., & Hermansyah, T. (2023). Pengaruh Citra Merek Terhadap Keputusan Pembelian Air Minum Dalam Kemasan Sanford Di Sinar Mart Batam. Jurnal AL-AMAL, 2(1), 50–57.
Ramdani, D. W., & Kusumahadi, K. (2023). The Effect Of Brand Image And Electronic Word Of Mouth In Social Media Instagram Toward On Purchasing Decision Of Xiaomi Smartphone. Jurnal Pamator, 16(3), 477–491. https://doi.org/10.21107/pamator.v16i3.20719
Realino, D., & Parera, Y. P. P. (2025). Pengaruh Green Product, Brand Image dan Environmental Awareness terhadap Purchase Intention BudiSun Resort Maumere. Nian Tana Sikka : Jurnal Ilmiah Mahasiswa, 3(4), 161–179.
Sahgira, N. N., Dewi, H. P., & Harahap, Z. C. M. (2025). Pengaruh Customer Experience, Review Product dan Perceived Value terhadap Repurchase Intention Konsumen Shopee pada Mahasiswa Universitas Battuta. AKADEMIK: Jurnal Mahasiswa Humanis, 5(2), 1039–1053. https://doi.org/10.37481/jmh.v5i2.1441
Salsabiil, M. F., & Kusuma, N. I. (2023). The Influence of Brand Love and Hedonistic Lifestyle on the Purchasing Decision of Iphone Smartphones (A Study on Iphone Users From Generation Z in Surabaya). Indonesian Journal of Business Analytics, 3(3), 583–588. https://doi.org/10.55927/ijba.v3i3.4836
Satriadi, S., Hendrayani, E., Siwiyanti, L., & Nursaidah, N. (2021). Manajemen Pemasaran (M. Suardi (ed.); Cetakan I). Samudra Biru.
Schiffman, L. G. (2019). Consumer Behavior. Pearson Education.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kulitatif Dan R & D.
Suryawardani, B., & Wulandari, A. (2020). Determinant Factors of Customers Switching Behavior to Customer Satisfaction and Loyalty in Online Transportation Users in Bandung. Jurnal Dinamika Manajemen, 11(1), 12–26. https://doi.org/10.15294/jdm.v11i1.21432
Viorentina, D., & Santoso, S. (2023). Influence of Brand Image, Product Quality, and Lifestyle on Smartphone Purchase Decision in Indonesia. Expert Journal of Marketing, 11(1), 25–33.
