ANALISIS PENGARUH CITRA MEREK, FITUR DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI Studi Kasus Masyarakat Di Kota Palembang
Daftar Isi:
- The main objective of this research is to analyze the influence of brand image,features, and prices on Xiaomi smartphone purchasing decisions. Type of quantitative research. The population in this study are consumers who use or have purchased Xiaomi smartphones and have the age of 17 years and over. Based on the results obtained F value calculated 36.95> Ftable 2.70 then from this result it can be shown that the brand image, features and price variables have a significant influence simultaneously on the purchase decision of Xiaomi smartphones in Palembang city. Based on the results of the t test (partial), the brand image of the purchase decision got the results of the value of t = 1.735 <t table 1.985, the partial brand image variable does not have any effect, the purchase decision feature gets a variable regression coefficient of negative brand image. the value of t count = 5.606> t table 1.985, feature variables partially have a significant and acceptable effect, the price of the purchase decision gets a positive feature variable regression coefficient. t count = 3.641> t table 1.985, the price variable partially has a significant and acceptable effect, the regression coefficient of variable prices is positive