Analysis of Purchase Intention for Oppo A-Series Smartphones in Surabaya

Abstract

This study examines the effect of price perception and product innovation on purchase intention toward the OPPO A-Series smartphone in Surabaya, amid the global RAM shortage crisis (Ram-Ageddon) that has driven up selling prices in the entry-level segment. A quantitative approach with purposive sampling was applied to 120 respondents from Surabaya, analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS 4.0. The outer model test showed that all indicators were valid and reliable, while the inner model test confirmed that price perception (path coefficient 0.446; T-statistic 7.262; p 0.000) and product innovation (path coefficient 0.462; T-statistic 6.660; p 0.000) each had a positive and significant effect on purchase intention, with an R-square value of 0.622. These findings indicate that the more positive consumers' perception of price and the better the product innovation presented, the higher consumers' purchase intention toward the OPPO A-Series smartphone. Consequently, OPPO's management is advised to maintain price competitiveness and continue developing innovations that match consumer needs so that purchase intention is sustained amid global component cost pressure.