Main Article Content

Abstract

This study aims to determine: (1) the influence of brand image on Xiaomi's smartphone purchase decisions, (2) the influence of features on Xiaomi's smartphone purchase decisions, (3) the effect of price perceptions on Xiaomi's smartphone purchase decisions, and (4) the influence of brand image, features , and price perceptions of Xiaomi's smartphone purchase decisions. This type of research is a survey research with a quantitative approach. The population in this study is consumers who use or who have bought a Xiaomi smartphone in the Pangkalpinang area include 5 (five) mobile counters. The sampling technique uses purposive sampling, so that the number of samples obtained is 84 people. Data collection techniques using questionnaires that have been tested for validity and reliability. The data analysis technique used is multiple regression. The results of the study at the 5% significance level indicate that: (1) Brand image has a positive effect on purchasing decisions, as evidenced by the value of t count of 3.019 with a significance value of 0.003 smaller than 0.05 (0,000 <0.05), and regression coefficients has a positive value of 0.687; (2) Features have a positive effect on purchasing decisions, evidenced by the value of t count of 2.481 with a significance value of 0.014 (0.014 <0.05) and the regression coefficient has a positive value of 0.210; (3) Price perception has a positive effect on purchasing decisions, as evidenced by the value of t count of 6.393 with a significance value of 0,000 (0,000 <0,05) and the regression coefficient has a positive value of 0,528; and (4) Brand image, features, and price perception simultaneously have a positive effect on purchasing decisions, as evidenced by the results of the calculated F value of 68,043 with a significance of 0,000 (0,000 <0,05).

Keywords

Marketing Brand Image Featurs Price Perception Purchase Decisoin

Article Details

How to Cite
Renita, S., Agin, A. A., & Oktalina, G. (2019). ANALISIS PENGARUH CITRA MEREK, FITUR, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK XIAOMI STUDI KASUS PADA 5(LIMA) COUNTER HANDPHONE DI WILAYAH PANGKALPINANG. Jurnal Progresif Manajemen Bisnis, 6(3), 179-190. Retrieved from https://e-jurnal.stie-ibek.ac.id/index.php/JIPMB/article/view/446