This study aims to determine the effect of brand awareness, perceived quality, brand
associations, brand loyalty on purchasing decisions for Oppo Smartphones in Purwokerto. The
population in this study were consumers who used the Oppo brand Smartphone in Purwokerto.
The sample used in this study was 120 respondents. The sampling method used is nonprobability
sampling and the technique used is purposive sampling. The analysis used is a test
instrument, classical assumption test, multiple linear regression analysis test, F test, t test.
The results showed that the influence of brand awareness, perceived quality, brand
association, brand loyalty and social media marketing simultaneously had a significant effect on
consumer purchasing decisions for Oppo smartphones in Purwokerto. Furthermore, partially,
brand awareness, perceived quality, brand association, brand loyalty and social media marketing,
each have a positive and significant effect on purchasing decisions for Oppo smartphones in
Purwokerto.