Citra Merk, Fitur dan Kualitas Produk dalam keputusan Pembelian Smartphone Xiaomi
Abstract
This study aims to determine (1) the effect of brand image on purchasing decisions for Xiaomi smartphones, (2) the effect of features on purchasing decisions for Xiaomi smartphones, (3) the effect of product quality on purchasing decisions for Xiaomi smartphones, and (4) the influence of brand image, features, and product quality on purchasing decisions for Xiaomi smartphones. This research used a quantitative approach. The population in this study were consumers who used Xiaomi smartphones. The sampling technique used purposive sampling with a sample size of 112 people. The data collection method used a questionnaire. This research uses data quality test, classical assumption test, multiple linear regression analysis and hypothesis testing. The results of this study indicate that the brand image variable has a positive and significant effect on purchasing decisions. The feature variable has no effect on purchasing decisions. Product quality variables have a positive and significant effect on purchasing decisions. The variables of brand image, features, and product quality simultaneously affect purchasing decisions.
References
Amilia, S. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam, 6(1), 660–669.
Bastian, D. A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Strategi Pemasaran, 84, 487–492. http://ir.obihiro.ac.jp/dspace/handle/10322/3933
Dewi, A. K., & Jatra, M. (2013). Pengaruh Atribut Produk Terhadap Keputusan Pembelian. Universitas Brawijaya.
Fazrin, A. (2019). Canalys: Top 5 Vendor Smartphone di Indonesia Q2 2019. Selular.Id. https://selular.id/2019/08/5-vendor-terbaik-di-indonesia/
Hamidah, S., & Anita, D. (2013). Analisis Persepsi Citra Merek, Desain, Fitur Dan Pengaruhnya Terhadap Keputusan Pembelian Produk Handphone Samsung Berbasis Android (Studi Kasus Stie Pelita Indonesia). Igarss 2014, 21, 1–20.
Khoirunnisa. (2020). Geser Samsung, Xiaomi Rebut Posisi Top 3 Brand Smartphone di Indonesia. Selular.Id. https://selular.id/2020/11/geser-samsung-xiaomi-rebut-posisi-top-3-brand-smartphone-di-indonesia/
Kolter, P. (2012). Manajemen Pemasaran Perspektif Asia (Pertama). Andi.
Kolter, P., & keller, K. L. (2012). Marketing Management (14th ed.). Pearson Prestice Hall.
Labiro, M. K. (2017). Pengaruh Citra Merek,Harga Dan Kualitas Produk,Pada Keputusan Pembelianproduk Purbasari Lipstick Matte. 36.
Sari, H. P., & Rahmawaty, P. (2017). Pengaruh Citra Merek, Fitur, Dan Persepsi Harga Terhadap Keputusan Pembelian (Studi Pada Konsumen Smartphone Xiaomi Di DIY). 65(9), 1–10. https://doi.org/10.1007/s00106-016-0261-4
Simamora, B. (2002). Panduan Riset Perilaku Konsumen. Gramedia Pustaka Utama.
Tjiptono, F. (2011). Manajemen dan Strategi Merek. Andi.
Vernando. (2018). Pengaruh citra merek, kualitas produk, dan promosi produk terhadap keputusan pembelian smartphone samsung.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
