Penelitian ini bertujuan untuk mengetahui: (1) kualitas Produk (2) fitur produk (3) desain produk dan (4) keputusan pembelian handphone OPPO di kota Tarakan. Penelitian ini mengambil populasi seluruh konsumen handphone OPPO di kota Tarakan. Dan teknik pengambilan sampel menggunakan metode purpose sampling dengan jumlah responden sebanyak 160. Pengumpulan data dilakukan menggunakan kuesioner yang telah diuji validitas dan reliabilitas.teknik analisis data yang digunakan adalah uji regresi dengan alat SPSS 16. Hasil penelitian menemukan bahwa. (1) kualitas produk berpengaruh positive terhadap keputusan pembelian (2) fitur produk berpengaruh positif terhadap keputusan pembelian (3) desain produk berpengaruh positif terhadap keputusan pembelian.

This study aims to determine : product quality, product features, product design, and purchasing decisions OPPO mobile phone in the city of Tarakan. This study took the entire population of OPPO mobile phone users in the city of Tarakan. And the sampling technique using purposive sampling method with the number of respondents as much as 160. Data collection was done using questionnaires that have been tested for validity and reliability. Data analysis technique used is regression test with SPSS 16 tool. The results of the study found that. (1) product quality has a positive effect on purchasing decision (2) product features have positive effect to purchasing decision (3) product design have positive effect to purchasing decision.