472 ______________________________________________________________ DOI: https://doi.org/10.33258/birci.v4i1.1629 The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City Ade Yusuf Pamulang University, Banten, Indonesia dosen02604@unpam.ac.id I. Introduction In today's era of digitalization of telecommunications, consumers are faced with a variety of tools and technologies that offer convenience with a variety of very sophisticated and attractive features. Communication technology in the digitalization era is increasingly gaining a place as one of the fastest-growing businesses today, this is of course a challenge and at the same time encourages all technology companies in the world to create products that can meet market needs. This challenge is also supported by the existence of similar companies that offer similar products and characteristics such as the smartphone companies Oppo, Samsung, Xiaomi, Vivo, and Realme. Along with the development of technology and information, consumers are smarter in choosing a product. One of the factors that consumers consider is product innovation. Product innovation can increase the added value of a product, so this will influence consumers in determining purchasing decisions. Market changes like this require companies to carry out Product Innovation (product innovation) on their products to maintain their survival and gain company profits (Tjiptono, 2008). In large companies, product innovation has become a sustainable market strategy by market needs to maintain the brand image. But what about the Oppo Smartphone company, whether the marketing strategy through innovation can influence the Oppo smartphone purchase decision sustainably. "Product innovation is a product that is considered new by potential users. It doesn't matter whether the product is new to the world or some other category that is included in the new product”. (Lamb and Hair, 2001: 462). Abstract This study aims to determine the effect of product innovation and Brand Image on Consumer Purchase Decisions of OPPO Smartphone Products in South Tangerang City. The method used is explanatory research with analysis techniques using statistical analysis with regression testing, correlation, determination, and hypothesis testing. The results of this study that product innovation has a significant effect on purchasing decisions by 42.1%, hypothesis testing obtained t count> t table or (8.274> 1.986). Brand Image has a significant effect on Purchasing Decision by 37.4%, hypothesis testing is obtained t count> t table or (7.488> 1.986). Product innovation and brand image simultaneously have a significant effect on purchasing decisions with the regression equation Y = 10.355 + 0.411X1 + 0.340X2 and the contribution of the effect is 50.4%, the hypothesis test is obtained F count> F table or (47.521> 2.770). Keywords product innovation; brand image; purchasedecision