p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 7 July 2024 http://jist.publikasiindonesia.id/
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3071
Xiaomi Brand Mobile Phone Purchase Decision Influenced by
Brand Image, and Product Quality in Jayapura City
Khusnul Khotimah
1*
, M.Imam Mufti
2
Universitas Yapis Papua Jayapura, Indonesia
Email:
[email protected]
*Correspondence
ABSTRACT
Keywords: Brand Image,
Product Quality,
Purchasing Decision.
This research aims to detect how much influence the brand
image and quality of Xiaomi brand mobile products
influence consumer purchasing decisions. Research
methods use quantitative, qualitative, and associative types
of research. The population is all people in Jayapura who buy
Xiaomi brand mobile phones, so the number is unknown.
The sample amounted to 100 people taken with certain
criteria, using purposive proportional random sampling
techniques. Tools using SPSS version 26 with multiple
linear regression analysis. The results showed a direct
relationship between brand image 24.8%, and product
quality 26.2%, in the purchase decision of Xiaomi brand
mobile phones in the city of Jayapura. While together
24.33%. This means that there is a correlation between brand
image and product quality in the purchase decision of
Xiaomi brand mobile phones in the city of Jayapura.
Introduction
One of the ways that entrepreneurs can get a place in the hearts of consumers is by
knowing the needs of consumers who are always moving dynamically according to the
times (Ah’sani & Purnomo, 2022). With this fierce competition, companies are required
to be able to use various marketing strategies that aim to attract consumer purchasing
power so that companies can win the market (Effendi, Sentosa, & Nursina, 2022).
Mobile phones are one of the technologies that are developing rapidly from year to
year. Many new brands have emerged in the world of mobile phone competition that
compete with each other to create their superior products (Emiliani & Habib, 2024).
Manufacturers are required to not only create products but also to understand the wants
and needs of consumers. This is needed by producers to compete with other producers
(Pratama & Suryandani, 2023). By understanding consumer behavior, manufacturers can
create products according to consumer desires. Some factors that can affect consumer
purchasing decisions are brand image and product quality (Agustina & Sunrowiyati,
2016). Here are some of the mobile phone brands that became Top Brands in 2021 and
2022:
Khusnul Khotimah, M.Imam Mufti
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3072
Figure 1
List of Top Brand Index smartphones in 2021, 2022,2023,2024
Consumer purchasing of Xiaomi smartphone products is currently declining, as can
be seen in the picture table above from year to year. Based on initial observations, buying
Xiaomi smartphones because they like the features found in the latest and high-tech
products (Khotimah & Widianto, 2023).
Brand image is also a result of consumer perception of a certain brand. Which is
based on considerations and comparisons with several other brands, on the same type of
product (Yunaida, 2017). Brand image shows an accurate perception of a brand itself.
Product quality is the understanding that the products offered by sellers have more selling
value that competitors do not have. However, a product with the best appearance or even
with a better appearance is not the highest quality product if the appearance is not what
is needed and desired by the market (Lia, Ibdalsyah, & Hakiem, 2022).
High consumer purchase decisions can result in high sales volumes so that the
profits that will be obtained by the company are higher. In order for a company to achieve
high profits, it must take into account consumers' purchasing decisions for the product
(Kurniasari & Budiatmo, 2018). There is a phenomenon that Xiaomi smartphones are
included in the top brands in Indonesia even though the percentage has fluctuated, but it
is necessary to know what factors cause competitive competition between Xiaomi
smartphone brands. According to data from smartphone companies, the Xiaomi brand
will experience a drastic decline in 2024. It is suspected that Xiaomi brand smartphones
in that year have not been able to innovate smartphone products to the maximum (Wijaya,
2017).
The purpose of this research is to find out the influence of brand image and product
quality on the purchase decision of Xiaomi brand mobile phones in the city of Jayapura
and the benefits of this research are expected to contribute to the community, companies,
and researchers.
Research Methods
Types and Designs
Associative is used as a type of research, is a type of research that is commonly
used in analyzing the relationship between dependent variables and independent variables
(Washburn et al., 2018). The design used by the researcher (Aizzat et al., 2010) is to sort
out research problems; observation; problem formulation; formulate existing hypotheses;
Xiaomi Brand Mobile Phone Purchase Decision Influenced by Brand Image, and
Product Quality in Jayapura City
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3073
approach analysis; data sources in variables; Instruments arranged and determined; data
collection; data analysis; conclusion; and a report is made.
Location and Time of Research
Research activities were carried out in the community of Jayapura City.
Population & Sample
The population in this study is all consumers who buy Xiaomi brand mobile phones
in Jayapura City, with a sample of 100 people taken with certain criteria, with purposive
proportional random sampling techniques.
Research Variables
X is an independent variable
X1 is the Brand Image
X2 is Product Quality
Y is a dependent variable
Y is Purchase Decision
Operational Definition
There are three in this study and their indicators, namely Brand Image (X1)
Independent, Product Quality (X2) Independent, and Purchase Decision (Y) Dependent.
The definition of each of these variables will be outlined in the table, as follows:
Table 1
Variable Operational Definition
It
Variable
Variable definition
Indicator
Measurin
g
Instrume
nts
1
Brand
image
(X1)
A positive brand image
for consumers can also
be a consideration for
consumers in buying
products because brands
are an indicator of the
value of a product for
consumers
1. Product
Introduction
2. Loyalty
3. Product
attributes
4. Corporate
image
5. User image
6. Product image
scale
Likert
2
Product
quality
(X2)
The quality of the
product is by consumer
expectations so that
consumers can
experience satisfaction
and the desire to make a
repeat purchase.
1. Technology
2. Functional
3. Design and
variants
Scale
Likert
3
purchase
decision
(Y)
A purchase decision is a
consumer's decision to
buy a product before
and after thinking that it
is not appropriate to buy
the product by
considering the
1. Environmental
Factors
2. Social Factors
3. Technology
Factors
4. Personal Factors
5. Cultural Factors
6. Product Factors
Scale
Likert
Khusnul Khotimah, M.Imam Mufti
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3074
information he gets
about the product.
Data Analysis Methods
Test research instruments:
1. Test Validity
2. Reliability Test
3. Classic Assumption Test
The tools used to complete this research used SPSS 26 and Multiple Linear
Regression in analyzing the quality of the proposed model.
Y = a+b1X1+b2X2+∈
Results and Discussion
Test Validity
Table 2
Validity Test Results
r
calculate
r
table
Information
0,598
0,1638
Valid
0,586
Valid
0,749
Valid
0,699
Valid
0,510
Valid
0,603
Valid
0,736
Valid
0,783
Valid
0,784
Valid
0,715
Valid
0,358
Valid
0,744
Valid
0,739
Valid
0,565
Valid
0,613
Valid
0,516
Valid
0,667
Valid
0,632
Valid
0,529
Valid
Based on Table 2, the indicators used to measure each variable have a correlation
coefficient value greater than the r table with a sample of 100 = 0.1638 (df=N-2) which
means that each indicator is declared valid.
Reliability Test
Table 2
Reliability Test Results
Variable
Cronbach's
Alpha
Admission
Standards
Information
Xiaomi Brand Mobile Phone Purchase Decision Influenced by Brand Image, and
Product Quality in Jayapura City
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3075
Brand Image
686
0,60
Reliable
Product Quality
831
0,60
Reliable
Purchase
Decision
615
0,60
Reliable
The instrument can be said to be reliable if the value of the Cronbach Alpha
coefficient is greater than or equal to ≥0.6 or 60%. Based on Table 4.2, it can be concluded
that the statement items of each of the variables studied are declared reliable because the
Cronbach Alpha value of each variable is >0.6 or 60%.
Model Assumption Results
Test Normality
Table 3
Normality Test Results
Sig. (2-tailed) of 0.200 can be seen that the Kolmogrov-Sminrov value is normally
distributed because it does not have a significant level below 0.05. The value of variables
that have met the set standards can be seen from Asymp. Sig. (2-tailed).
Multiple Linear Regression Test
Table 4
Multiple Linear Regression
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N
100
Normal
Parameters
a,b
Mean
.0000000
Std. Deviation
2.18004705
Most Extreme
Differences
Absolute
.069
Positive
.069
Negative
-.054
Test Statistic
.069
Asymp. Sig. (2-tailed)
.200
c,d
Sumber: Diolah, 2024
Coefficients
Model
Unstandardize
d Coefficients
Standardiz
ed
Coefficient
s
t
Sig.
Collinearity
Statistics
B
Std.
Error
Beta
Toleranc
e
VIF
1
(Constant)
11.58
8
1.961
5.90
9
.000
X1
.248
.098
.270
2.53
5
.013
.604
1.657
X2
.262
.076
.368
3.45
3
.001
.604
1.657
Khusnul Khotimah, M.Imam Mufti
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3076
Persamaan: Y =11,588+ 0,248X1 + 0,262 X2 + e
The value of the purchase decision is 11,588 if the brand image and product quality
are worth 0. Meanwhile, the brand image value and product quality value are 0.248 and
0.262, respectively, meaning that every improvement in brand image and purchase
decision per unit will increase purchase decisions by 24.8% and 26.2%.
Partial Test (t-Test)
Table 5
Partial Test (t-Test)
Model
Unstandardized Coefficients
Standardized
Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constan
t)
11.588
1.961
5.909
.000
X1
.248
.098
.270
2.535
.013
X2
.262
.076
.368
3.453
.001
a. Dependent Variable: Y
The test criterion is that if t counts > t table (df = 96 sig 5%, t table = 1.986) the
results show that the hypothesis is accepted, meaning that the brand image and product
quality influence the purchase decision.
Simultaneous Test (F-Test)
Table 6
Simultaneous Test (F-Test)
ANOVA
a
Model
Sum of
Squares
df
Mean
Square
F
Sig.
1
Regression
236.082
2
118.041
24.335
.000
b
Residual
470.508
97
4.851
Total
706.590
99
a. Dependent Variable: Y
b. Predictors: (Constant), X2, X1
The results of the statistical calculation showed that the value of Fcal = 24,335 with
a significance of 0.000b < 0.05. These results show that simultaneously the variables of
brand image and product quality have a significant effect on the purchase decision.
Determinand Coefficient (R2)
Table 7
Uji Koef. Determinant Model Summary
Model
R
R Square
Adjusted R
Square
Std. Error of
the Estimate
1
.578
a
.334
.320
2.20241
a. Predictors: (Constant), X2, X1
b. Dependent Variable: Y
a. Dependent Variable: Y
Xiaomi Brand Mobile Phone Purchase Decision Influenced by Brand Image, and
Product Quality in Jayapura City
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3077
The determination coefficient table of R2 is 0.334 or 33.4%. This means that the
contribution of independent variables to dependent is 33.4% while the remaining 66.6%
is influenced by other variables outside the model that are not studied.
Brand Image to Purchase Decisions
Based on the results of the study, the brand image variable (X1) partially has a
positive and significant effect on purchase decisions. This is supported by the results of
research conducted by (Gusman et al., 2022).
Product quality to purchasing decisions
The research found that product quality affects the formation of purchase decisions.
This is supported by the results of research conducted by (Gusman et al., 2022) The results
of this study show that there is an influence of product quality on the decision to buy a
Vivo smartphone.
Brand image and product quality on purchasing decisions
A good brand image and good product quality make consumers make a purchase
decision. The decision to buy a product is greatly influenced by the assessment of the
quality of the product. The better the brand image of a product, the more consumers will
be interested in buying the product. Purchase decisions will be carried out using the rules
of balancing the negative and positive sides of a brand or searching for the best alternative
from the consumer's point of view after use will be evaluated again. This is supported by
the results of research conducted by Yoel David Sampe & and Marie Tahalele (2023) The
results of this study show that the variables of purchase decisions can be influenced or
explained by the variables of brand image and product quality.
Conclusion
Purchase decisions by consumers for Xiaomi brand mobile phone products in the
city of Jayapura will increase if there is an influence on brand image and product quality.
This shows that people in the city of Jayapura have begun to be able to educate themselves
about the diversity of mobile phone brands and technological advancements. Where the
use of mobile phones is prioritized on product quality and a well-known brand image.
Khusnul Khotimah, M.Imam Mufti
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3078
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