The Influence of Brand Image and Product Quality on Purchase Decisions Xiaomi Brand Smartphone in Bandung City
- DOI
- 10.2991/978-94-6463-608-6_28How to use a DOI?
- Keywords
- Brand Image; Product Quality; Purchase Decision
- Abstract
This study aims to determine Brand Image and Product Quality on Xiaomi brand Smartphones in Bandung City, respondents responses regarding Brand Image and Product Quality and to find out how much influence Brand Image and Product Quality have on Purchase Decisions on Xiaomi brand Smartphones in Bandung City.
This type of research uses descriptive and verification methods, with a quantitative approach by operating the calculations using the IBM SPSS V25 program and the sampling technique using probability sampling to be precise using simple random sampling. Then get a sample of 100 people from the existing population. The population in this study are consumers who have purchased a Xiaomi brand smartphone. The data analysis method in this study uses multiple linear regression analysis with the aim of knowing the direction of the relationship between brand image variables (X1) and product quality variables (X2) with purchasing decision variables (Y).
Thus the result is that the Brand Image variable partially has a significant effect on Purchasing Decisions. Then Product Quality partially has a significant effect on Purchasing Decisions. As well as the Brand Image and Product Quality variables simultaneously have a significant effect on the Purchase Decision of the Xiaomi brand Smartphone in Bandung City.
- Copyright
- © 2024 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.
Cite this article
TY - CONF AU - Meidiana Putri Febriyanti AU - Yenny Maya Dora PY - 2024 DA - 2024/12/27 TI - The Influence of Brand Image and Product Quality on Purchase Decisions Xiaomi Brand Smartphone in Bandung City BT - Proceedings of the 1st Widyatama International Conference on Management, Social Science and Humanities (ICMSSH 2024) PB - Atlantis Press SP - 243 EP - 249 SN - 2352-5398 UR - https://doi.org/10.2991/978-94-6463-608-6_28 DO - 10.2991/978-94-6463-608-6_28 ID - Febriyanti2024 ER -