2026-10-10T11:14:45Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011978 2025-10-23T06:39:00Z 1582963436320 1582963436320:1698989833663

Factors Affecting Consumer Purchase Intention Towards OPPO Smartphones (Aung Myo Set, 2025) Aung Myo Set This study investigates the key factors influencing consumer purchase intention toward OPPO smartphones. It focuses on five main independent variables: brand image, product features, product price, advertising, and social influence, examining their impact on the dependent variable, purchase intention. A quantitative research methodology was employed, utilizing a structured questionnaire distributed to 385 respondents selected through systematic sampling method. Data analysis was conducted using descriptive statistics, correlation analysis, and multiple regression analysis. The findings reveal that all five factors positively and significantly influence purchase intention. Specifically, social influence emerged as the most dominant factor, followed by product features, advertising, product price, and brand image, each contributing positively to purchase intent. The regression model demonstrated strong predictive power, explaining a substantial portion of the variance in consumer purchase intention. These results suggest that OPPO success in Myanmar is heavily tied to its ability to leverage peer influence, offer compelling product features, implement effective advertising campaigns, maintain competitive pricing, and cultivate a positive brand image. The study provides practical insights for smartphone marketers and contributes to the academic understanding of consumer behaviour in an emerging market. 2025-06-01 https://meral.edu.mm/records/11978