PENGARUH PRODUCT QUALITY DAN BRAND IMAGE TERHADAP PURCHASE INTENTION (STUDI TERHADAP SMARTPHONE XIAOMI)

Abstrak

The development of increasingly sophisticated smartphone communication technology has an impact on increasing smartphone users in Indonesia. One of the smartphones that are in great demand is Xiaomi, the Xiaomi smartphone is one of the brands that have good product quality and is widely known by the people 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 purpose-sampling method obtained through an online questionnaire. The analysis technique used is multiple linear regression which aims to test the effect between variables. The results of this study indicate that there is a significant and positive effect between product quality and brand image on consumer purchase intentions, so that the higher the product quality and brand image of Xiaomi smartphones, the higher consumers' purchase intentions for Xiaomi smartphones. Based on the results of this study, it is hoped that Xiaomi can continue to present high-quality smartphones but have affordable prices because this is one of the reasons why consumers intend to buy Xiaomi smartphones.