Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh variabel Kualitas Produk, Harga, Intensitas Promosi, dan Saluran Diatribusi secara parsial terhadap keputusan pembelian smartphone Oppo di kota Tarakan. Sampel penelitian ini berjumlah 250 responden. Dengan teknik purposive sampling. Metode pengumpulan data menggunakan kuesioner. Pengujian hipotesis yang di gunakan dalam penelitian ini adalah analisis regresi berganda. Berdasarkan hasil uji hipotesis yang di lakukan diketahui bahwa variabel kualitas produk, harga, dan intensitas promosi berpengaruh positif terhadap keputusan pembelian smartphone Oppo di kota Tarakan, variabel saluran distribusi tidak berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone Oppo di kota Tarakan.

Kata Kunci : Kualitas Produk, Harga, Intensitas Promosi, Saluran Distribusi dan Keputusan Pembelian.

This study aims to determine and analyze the effect of the variables product quality, price, promotion intensity, and distribution channels partially on purchasing decisions for Oppo smartphones, in Tarakan city. The sample of this research is 250 respondents. With the technique of purposive sampling. The methods of data collection using a questionnaire. Testing the hypothesis used in this study is a multiple regression analysis. Based on the results of the hypothesis testing conducted, it is known that product quality, price, and promotion intensity variables have a significant effect on purchasing decisions in buying Oppo smartphone in Tarakan city, distribution channel variables have no positive and significant effect on purchasing decisions for Oppo smartphones in Tarakan city. Keywords: Product Quality, Price, Promotion Intensity, Distribution Channels, and Purchasing