PENGARUH PERSEPSI HARGA, CITRA MEREK, FITUR DAN DESAIN TERHADAP MINAT BELI PRODUK SMARTPHONE XIAOMI DI KOTA PANGKALPINANG

Abstract

      The purpose of this study was to determine the effect of price perception variables, brand image, features and design on buying interest in Xiaomi smartphones in Pangkalpinang City. The research method used is descriptive quantitative method. The population as the subjects in this study were the people of Pangkalpinang City who had bought a Xiaomi smartphone. The sampling used in this research is multi stage sampling. The number of samples in this study were 75 respondents. The data collection technique used was a questionnaire technique with a Likert scale and intervals. The data analysis technique used is multiple linear regression analysis. The multiple linear regression analysis used in this study includes: partial test (t test), simultaneous test (F test) and determination coefficient test (R2 / R Square). Hypothesis testing used is coefficient analysis to determine the relationship between research variables. Based on the results of the study, it can be concluded that: price perception and design variables have a positive and partial effect on buying interest in xiaomi smartphones in Pangkalpinang City and brand image and features have a negative and partial effect on buying interest in Xiaomi smartphones in Pangkalpinang City.