PENGARUH INOVASI DAN DAYA TARIK IKLAN TERHADAP MINAT BELI KONSUMEN SMARTPHONE OPPO STUDI PADA MAHASISWA ITB NOBEL INDONESIA MAKASSAR

Nur Ikhsan Saputera Alimuddin. 2022. The Influence of Product Innovation and Advertising Attractiveness on Consumer Purchase Interest in Oppo Smartphones
Study on ITB Nobel Indonesia Students Makassar, supervised by Mariah and Yuswari Nur.
This study aims to determine and analyze the effect of product innovation and advertising attractiveness on consumer buying interest in Oppo Smartphones at ITB Nobel Indonesia Makassar students.
The type in this research is descriptive quantitative. This research was conducted at the ITB Nobel Indonesia Makassar Campus with a research time of 2 months. The population in this study was the 2019 ITB Nobel Indonesia Makassar
Management Students who used Oppo smartphones, which were as many as 30 people. Sampling used a saturated sampling technique where all the population was sampled as many as 30 people. The method of analysis used multiple linear
regression analysis.
The results of this study prove that partially proven Product Innovation and Advertising Attractiveness have a positive and significant effect on Consumer Purchase Interest of Oppo Smartphones in ITB Nobel Indonesia Students, where the Product Innovation variable (X1) t-count is greater than t-table (3.923 > 2.048) and on the advertising attractiveness variable (X2) t-count is greater than t-table (3.538 > 2.048). This study also proves that simultaneously Product Innovation and Advertising Attractiveness have a positive and significant effect on Consumer Purchase Interest of Oppo Smartphones in ITB Nobel Indonesia Students Makassar, where the F-count value is greater than the F-table (12.938 > 3.350).
This study resulted in the value of the coefficient of determination R2 or R Square was 0.489. These results mean that the Product Innovation and Advertising Attractiveness variables have a relationship with the Consumer Purchase Interest of Oppo Smartphones in ITB Nobel Indonesia Students Makassar by 48.9%, and the remaining 51.1% is explained by reasons other than the model.