{"_buckets": {"deposit": "bec20003-56d8-4050-a27f-89be45ea38bc"}, "_deposit": {"created_by": 20, "id": "11978", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11978"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011978", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Factors Affecting Consumer Purchase Intention Towards OPPO Smartphones (Aung Myo Set, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study investigates the key factors influencing consumer purchase intention \ntoward OPPO smartphones. It focuses on five main independent variables: brand image, \nproduct features, product price, advertising, and social influence, examining their \nimpact on the dependent variable, purchase intention. A quantitative research \nmethodology was employed, utilizing a structured questionnaire distributed to 385 \nrespondents selected through systematic sampling method. Data analysis was \nconducted using descriptive statistics, correlation analysis, and multiple regression \nanalysis. The findings reveal that all five factors positively and significantly influence \npurchase intention. Specifically, social influence emerged as the most dominant factor, \nfollowed by product features, advertising, product price, and brand image, each \ncontributing positively to purchase intent. The regression model demonstrated strong \npredictive power, explaining a substantial portion of the variance in consumer purchase \nintention. These results suggest that OPPO success in Myanmar is heavily tied to its \nability to leverage peer influence, offer compelling product features, implement \neffective advertising campaigns, maintain competitive pricing, and cultivate a positive \nbrand image. The study provides practical insights for smartphone marketers and \ncontributes to the academic understanding of consumer behaviour in an emerging \nmarket."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-23"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Aung Myo Set MMM II 2 MMM 3rd Batch.pdf", "filesize": [{"value": "787 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 787000.0, "url": {"url": "https://meral.edu.mm/record/11978/files/Aung Myo Set MMM II 2 MMM 3rd Batch.pdf"}, "version_id": "5d002c50-6c71-4329-9438-164989e90718"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. Aye Thu Htun"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Aung Myo Set"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2025-06-01"}, "item_title": "Factors Affecting Consumer Purchase Intention Towards OPPO Smartphones (Aung Myo Set, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/11978", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-23"}, "publish_date": "2025-10-23", "publish_status": "0", "recid": "11978", "relation": {}, "relation_version_is_last": true, "title": ["Factors Affecting Consumer Purchase Intention Towards OPPO Smartphones (Aung Myo Set, 2025)"], "weko_shared_id": -1}