Pengaruh Kualitas Produk dan Citra Merek terhadap Niat Beli Smartphone Xiaomi
DOI:
https://doi.org/10.26740/jim.v10n2.p523-530Keywords:
brand image, product quality, purchase intention, smartphoneAbstract
The development of increasingly sophisticated smartphone communication technology impacts increased smartphone users in Indonesia. One of the smartphones in great demand is Xiaomi the Xiaomi smartphone is one of the brands with good product quality and is widely known in Indonesia. The type of research used is quantitative. The number of respondents used was 100 respondents who knew about Xiaomi smartphones. The sampling technique used was non-probability sampling with a purposive sampling method obtained through an online questionnaire. The analysis technique used is multiple linear regression, aiming to test the effect between variables. This study's results indicate a significant positive impact between product quality and brand image on consumer purchase intentions. The higher the product quality and brand image of Xiaomi smartphones, the higher consumers' purchase intentions for Xiaomi smartphones. This research implies that smartphone brands should pay attention to product quality and brand image, especially regarding advanced features and high specifications, but at an affordable price.
References
Arslan, M., Phil, M., & Zaman, R. (2014). Impact of Brand Image and Service Quality on Consumer Purchase Intention: A Study of Retail Store in Pakistan. Research on Humanities and Social Sciences, 4(22), 98–105.
Atome.id. (2021). 4 Alasan utama mengapa Hp Xiaomi banyak dicari. Atome.Id. https://www.atome.id/blog/4-alasan-utama-mengapa-hp-xiaomi-banyak-dicari. Diakses pada 16 September 2021.
Ferdinand, A. (2006). Metode Penelitian Manajemen “Pedoman Penelitian untuk penulisan Skripsi, Tesis dan disertai Ilmu Manajemen". Semarang: BPUNDIP.
indonesiabaik.id. (2018). 66,3% masyarakat Indonesia Memiliki Smartphone #8. Indonesiabaik.Id. https://indonesiabaik.id/infografis/663-masyarakat-indonesia-memiliki-smartphone-8. Diakses pada 17 September 2021.
Hair, J. F., Black, W. C., Babin, B. J., & Enderson, R. E. (2019). Multivariate Data Analysis (8th ed.). United Kingdom: Cengange Learning, EMEA.
Jacob, M. R., & Tan, P. H. P. (2021). the Influence of Country Image, Brand Familiarity, Product Quality, and Social Influence Towards Purchase Intention : the Case Study of Samsung. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(1), 199–217. https://doi.org/10.35794/jmbi.v8i1.34047
Keller Kevin Lane. (2013). Strategic brand Management: Building, Measuring and Managing Brand Equity (4ed). Harlow: Pearson Education.
Kotler, P., & Keller, kevin L. (2009). Manajemen Pemasaran (13th ed.). Jakarta: Erlangga.
Muljani, N., & Koesworo, Y. (2020). The Effect of Brand Image, Product Quality, and Price on Purchase Intention. SSRN Electronic Journal, 3(January 2019), 1–6. https://doi.org/10.2139/ssrn.3642536
Nazarani, M. R., & Suparna, G. (2021). the Effect of Luxury Brand, Brand Image, and Product Quality on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(1), 290–295.
Oliver, R. (2006). Satisfaction: A Behavioral Perspective on The Consumer. New York: Mcgraw Hill.
Prawirosentono, S. (2004). Filosofi Baru Tentang Manajemen Mutu Terpadu. Jakarta: Eka Cipta.
Pusparisa, Y. (2020). Pengguna Smartphone diperkirakan mencapai 89% populasi pada 2025. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2020/09/15/pengguna-smartphone-diperkirakan-mencapai-89-populasi-pada-2025. Diakses pada 15 September 2021.
Riyanto, & Galuh, P. (2021). 5 Besar Vendor Smartphone di Indonesia Kuartal ke-II 2021. Tekno.Kompas.Com. https://tekno.kompas.com/read/2021/09/30/07050057/5-besar-vendor-smartphone-di-indonesia-kuartal-ii-2021?page=all. Diakses pada 16 November 2021.
Susanti, D. (2017). Pengaruh Kualitas Produk Terhadap Minat Konsumen Dalam Membeli Produk Tupperware Pada Perumahan Griya Tika Utama Pekanbaru. Menara Ekonomi, 3(5), 23–32.
Tjiptono, F. (2008). Strategi Pemasaran. Edisi Ketiga (Ketiga). Yogyakarta: Andi Offset.
Tjiptono, F. (2015). Brand Management & Strategy. Yogyakarta: Andi Offset.
Top Brand Award. (2021). Top Brand Index Xiaomi. Top Brand Award. https://www.topbrand-award.com/top-brand-index/?tbi_find=xiaomi. Diakses pada 20 September 2021.
Wahyoedi, S., Saparso, & Effendi, M. (2021). The Role Of Brand Image As Mediating Variable In The Influence Of Price And Promotion On Buying Interest (Study Case On Hyundai Electric Car). International Journal of Science, Technology & Management, 2(5), 1743–1754. https://doi.org/10.46729/ijstm.v2i5.296
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 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-NonCommercial 4.0 International License 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.