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All Journal Proceeding Fakultas Ekonomi JDM (Jurnal Dinamika Manajemen) Dimas: Jurnal Pemikiran Agama untuk Pemberdayaan Students´ Journal of Accounting and Banking Students´ Journal of Economic and Management Jurnal Media Wahana Ekonomika Jurnal Ilmiah Administrasi Publik Proceeding SENDI_U Jurnal Studi Komunikasi AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat Fokus Ekonomi OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jesya (Jurnal Ekonomi dan Ekonomi Syariah) International Journal of Economics, Business and Accounting Research (IJEBAR) Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management and Bussines (JOMB) Economics and Digital Business Review Jurnal Ekonomi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Ali Maskur
Universitas Stikubank
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Journal of Management and Bussines (JOMB)

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Citra Merek, Kualitas Produk, Persepsi Harga, dan Promosi terhadap Keputusan Pembelian Cahya Abim Maulana; Ali Maskur
Journal of Management and Bussines (JOMB) Vol 5 No 1 (2023): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v5i1.5386

Abstract

This study aims to analyze the influence of brand image, product quality, price perception, promotion on the purchase decision of Xiaomi smartphones in the city of Semarang. This research method is descriptive qualitative by obtaining primary data obtained directly from the source by using a questionnaire. The population of this study is consumers who have made purchasing decisions for Xiaomi smartphones in the city of Semarang. In this research using a purposive sampling method with a sample used in this study as many as 100 respondents. Data analysis used validity test, reliability test, multiple linear regression analysis test, F test, coefficient of determination test (R²) and t test (hypothesis), then by testing the data in this study using SPSS version 22. The results showed, a) the brand image variable is obtained from the regression coefficient (beta) of 0.297 with a significant level of 0.04 which means less than 0.05; b) the product quality variable is obtained from the regression coefficient (beta) of 0.255 with a significant level of 0.01 which means less than 0.05; c) the price perception variable is obtained from the regression coefficient (beta) of 0.283 with a significant level of 0.02 which means less than 0.05. In conclusion, brand image, product quality, price perception, and promotion found that these variables have apositive and significant effect on the decision to purchase a Xiaomi smartphone in the city of Semarang. Keywords: Brand Image, Product Quality, Perceived Price, Promotion
Co-Authors 06.3502.0746 Ribut Hadi Handoko 0625020025 Asa Bangkit Probo Pratista 08.05.51.0061 Jefri Handiarko 08.05.51.0094 ARDI ANUGRAH UTAMA 08.05.52.0115 Candra Arta Kusuma 08.3502.0508 Nico Martiyanto Bayuaji 08.3502.0548 Ali Muhtar 10.05.52.0150 Temmy Muhas Pribadi 11.05.52.0141 Faris Febrianto, 11.05.52.0141 12.05.51.0173 Nila Ardhianie Adib Saeroji, Adib Agung Nusantara Agus Budi Santosa Aini Nur Azizah Alfina Dwi Pratiwi Almira Veda Islamey Anita Dyah Wulandari, Anita Dyah Anton Purnomo, 12.05.51.0108 Anton Purnomo, 12.05.51.0108 Asti Rahmawati Azzahra Ardewita Rissema, 15.05.51.0305 Bambang Sudiyatno Cahya Abim Maulana Choirul Saleh Dagma Syafira Destia Wardani Endang Tjahjaningsih Euis Soliha Fariza Shegi Pratama Fauzul Munna, 15.05.51.0262 Febri Andrean, 12.05.51.0073 Febri Andrean, 12.05.51.0073 Ivana Khoiru Amalia Karin Ryanda Saputri, 15.05.51.0197 Khoirul Muttaqin, 14.05.51.0153 Lely Indah Mindarti, Lely Indah Mamila Hidayatullah, 14.05.51.0020 Mamila Hidayatullah, 14.05.51.0020 Marlien Marlien Marsha Nela Anggraeni, 13.05.51.0164 Marsha Nela Anggraeni, 13.05.51.0164 Merlin Nur Pratiwi, 15.05.51.0221 MIFTA MUTIARA S Mualimah, 14.05.51.0024 Muhammad Ajib Syaifuddin Mya Maulida Hurriyah, 15.05.51.0261 Nira Widi Pamula, 15.05.51.0090 Nisa', Khoirotin Nurul Lailatul Janah, 14.05.51.0039 Priyo Utomo Purwanto Waluyo Rafika Amalia, 14.05.51.0225 Ramadhani, Megananda Dwi Retnowati Retnowati Ridfan Trisnanda, 12.05.51.0122 Ridfan Trisnanda, 12.05.51.0122 Saifudin Saifudin Sandi Putra Pratama, 14.05.51.0202 Sandi Putra Pratama, 14.05.51.0202 Sinta Rosita Sari Sofiana Adhi Putri, 14.05.51.0198 Sri Mulyani Sri Nawatmi Sumiarsih, 15.05.51.0224 Sya Faza Maulana, 12.05.51.0079 Sya Faza Maulana, 12.05.51.0079 Syafira Nur Hidayaturohmah Vika Ulfiana Latifah