Learning and Memory, Enhancing The Brand Positioning of Oppo Smartphones in Pekanbaru
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Abstract
This Research aims to know the influence of learning and memory variables on brand positioning variables on Oppo smartphone products.
Research results IDC (2026) obtained fact that smartphone demand in Indonesia ranges 1st quarter of 2025 to first quarter of 2026 experienced decline by 2.9%. The Oppo brand has experience decline shipments in Q1 2026 compared to Q1 2025 by 9.9%.
Research methods use analysis multiple linear regression equipped with assumption test regression. The sampling technique used purposive sampling of 92 people who became respondents.
Research show that Learning variables are proven have significant influence on brand positioning variables, value significant t-test on the learning variable is 0.043 more small compared to 0.05. Variable memory in the t-test has mark significance of 0.011 more small from 0.05 also proves that proven memory variable own influence on the brand positioning variable. The F-test also shows mark significance still 0.035 more small compared to 0.05 proves that learning and memory variables simultaneous own its influence on brand positioning variables.
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