The Influence of Gender, Age, Personal Selling and Brand Activation on Consumer Purchase Intentions on Xiaomi

DOI

10.2991/978-94-6463-148-7_32How to use a DOI?

Keywords

gender; age; personal selling; brand activation; purchase intention

Abstract

Competition and prospecting in the business world today is getting tight. It is also felt by businesses such as Xiaomi. Many other attempts that have sprung up with the characteristics of each. That customers are satisfied and do not move to another place, then the company should know the factors that affect customer satisfaction. Customer satisfaction can be created through pricing, quality products and quality service. In particular, this study discusses customer satisfaction’s Xiaomi. This study examined four independent variables, gender, age, personal selling, and brand activation. The purpose of this study was to determine the effect of the four independent variables on purchase intention. This research was conducted by using a questionnaire to 60 Xiaomi customers obtained using purposive sampling technique. Then analyzed the data obtained by T-Squared Hotelling test, Goodness of Fit test through regression coefficients, logistics regression analysis, and correlation test. Testing the suitability of the model using Hotelling's T-Squared, the error probability value is 0% which is smaller than the 10% error rate. This shows that the logistic regression model is suitable for testing the effect of gender, age, personal selling, and brand activation on purchase intention. With five classifications of consumer purchase value levels which include Y = 1 (strongly disagree), Y = 2 (disagree), Y = 3 (undecided), Y = 4 (agree) and Y = 5 (strongly agree) the appropriate logistics regression model is obtained as follows:

y = 3 = 5.460 - 1.147 x 1 + 0.515 x 2 + 0.255 x 3 + 0.378 x 4 y = 4 = 8.866 - 1.147 x 1 + 0.515 x 2 + 0.255 x 3 + 0.378 x 4

The logistics regression model shows that consumers purchase intentions are still in a position of hesitation and agree to choose Xiaomi products, where of the four independent variables, gender and brand activation variables have a significant effect on purchase intention with a Nagelkerke correlation value of 0.525.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - M. Husnus Syawab
AU  - Sri Harini
AU  - Cahyo Crysdian
AU  - Eva Yustina
AU  - Ihsan Bagus Fahad Arafat
AU  - Muhammad Aji Permana
AU  - Setiyaris
AU  - Lia Wahyuliningtyas
AU  - Nur Hasyim Asyari
PY  - 2023
DA  - 2023/05/29
TI  - The Influence of Gender, Age, Personal Selling and Brand Activation on Consumer Purchase Intentions on Xiaomi
BT  - Proceedings of the 12th International Conference on Green Technology (ICGT 2022)
PB  - Atlantis Press
SP  - 324
EP  - 330
SN  - 2352-5401
UR  - https://doi.org/10.2991/978-94-6463-148-7_32
DO  - 10.2991/978-94-6463-148-7_32
ID  - Syawab2023
ER  -