Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Smartphone Xiaomi-4X

  • Irwan Septayuda Universitas Bina Darma
Keywords: Product quality, brand image, purchase decision

Abstract

The public's need for speed of information and communication demands a sophisticated cellular phone product to be more efficient. Access the internet, chat, e-mail is one of the needs of the community that must be fulfilled. Mobile phones that have all the ability called smartphone. Product Xiaomi is a popular smartphone because of its sophistication with an affordable price. In this study the author discussed about how product quality and brand image could influence consumer decisions in choosing the brand smartphone Xiaomi-4X. The respondents in this study were Xiome-4X hand phone users who lived in the city of Palembang. In this study the authors used descriptive quantitative analysis techniques using tabulation, multiple linear regression analysis, correlation coefficient, and significance test. The results showed that there was a significant influence between product quality and brand image on the purchasing decision of Xiaomi-4X product in Palembang City.

References

Arnould, Price. 2005. Consumers, 2nd Edition. Penerbit Mc-Graw-Hill/Irwin. New York, NY.
Boyd, Harper W, Orville C. Walker, Jean Claude Larreche. 2004. Manajemen Pemasaran Suatu Pendekatan Strategis dengan Orientasi Global. Penerbit Erlangga. Jakarta.
Ferrinadewi, Erna. 2008. Merek dan Psikologi Konsumen. Penerbit Graha Ilmu. Yogyakarta.
Kotler dan Amstrong. 2008. Prinsip-Prinsip Pemasaran. Edisi 12 Jilid 2. Penerbit Erlangga. Jakarta.
Plummer, Joseph. 2007. Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press. New York.
Priyatno, Duwi. 2014. SPSS 22 Pengolah Data Terpraktis. Edisi 1. Penerbit Andi Offset. Yogyakarta
Rangkuti, Freddy. 2009. The Power of Brands: Strategi Promosi yang Kreatif. Penerbit PT. Gramedia Pustaka Utama. Jakarta
Sugiyono. 2014. Metode Penelitian Bisnis. Cetakan ke-18. Penerbit Alfabeta. Bandung.
Schiffman, Leon & Kanuk, Leslie Lazar. 2008. Perilaku Konsumen. Edisi 7. Penerbit PT. Indeks. Jakarta.
Tjiptono, Fandy. 2008. Strategi Pemasaran. Edisi 3. Penerbit Andi Offset. Yogyakarta.
Umar, Husein. 2005. Riset Sumber Daya Manusia Dalam Organisasi. Penerbit Gramedia Pustaka Utama. Jakarta.
Published
2019-01-23
How to Cite
Septayuda, I. (2019). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Smartphone Xiaomi-4X. Journal Management, Business, and Accounting, 16(2), 127-136. https://doi.org/10.33557/mbia.v16i2.70
Section
Articles
Abstract viewed = 155 times
6 : 141 times