Xiaomi Brand Mobile Phone Purchase Decision Influenced by Brand Image, and Product Quality in Jayapura City
DOI:
https://doi.org/10.59141/jist.v5i7.1187Keywords:
Brand Image, Product Quality, Purchasing DecisionAbstract
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.
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Khusnul Khotimah, M.Imam Mufti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
