INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, PRICING AND
PROMOTION ON PURCHASE DECISIONS
(case study of xiaomi smartphone consumers in Peterongan District)
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Institusion
Universitas Darul ulum
Author
M. Amin Rais, Amin
Subject
H Social Sciences (General)
Datestamp
2023-10-24 06:17:27
Abstract :
This research is about the effect of brand image, product quality, and price on the purchase decision of Xiaomi mobile phones in Peterongan District. The data source used in this study is primary data. The population in this study are consumers who use Xiaomi mobile phones. Data collection techniques were carried out by distributing questionnaires online and offline. The analytical method uses multiple linear regression (Multiple Regression Analysis) to analyze the magnitude of the influence of the independent variables on the dependent variable. The results showed that the brand image variable partially had no positive and insignificant effect on purchasing decisions, while the product quality and price variables partially had a positive and significant effect on purchasing decisions for Xiaomi mobile phones for consumers in Peterongan District. The test results for the coefficient of determination (R2) are 0.620. This means that the decision to purchase Xiaomi mobile phones in Peterongan District is influenced by brand image, product quality, and price variables by 26%. The remaining 74% of purchasing decisions are influenced by other variables not examined in this study.
This research is about the effect of brand image, product quality, and price on the purchase decision of Xiaomi mobile phones in Peterongan District. The data source used in this study is primary data. The population in this study are consumers who use Xiaomi mobile phones. Data collection techniques were carried out by distributing questionnaires online and offline. The analytical method uses multiple linear regression (Multiple Regression Analysis) to analyze the magnitude of the influence of the independent variables on the dependent variable. The results showed that the brand image variable partially had no positive and insignificant effect on purchasing decisions, while the product quality and price variables partially had a positive and significant effect on purchasing decisions for Xiaomi mobile phones for consumers in Peterongan District. The test results for the coefficient of determination (R2) are 0.620. This means that the decision to purchase Xiaomi mobile phones in Peterongan District is influenced by brand image, product quality, and price variables by 26%. The remaining 74% of purchasing decisions are influenced by other variables not examined in this study.
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