BIMA : Journal of Business and Innovation Management
Vol. 2 No. 1 (2019): October

Pengaruh Harga, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Smartphone Xiaomi (Studi Kasus Mahasiswa Fakultas Ekonomi Universitas Hasyim Asy’ari)

Nur Hadi (Universitas Hasyim Asy’ari Tebuireng Jombang)

Article Info

Publish Date
19 Aug 2020

Abstract

This study aims to find out the Effect of Price, Product Quality and Brand Image on Purchasing Decisions of Xiaomi Smartphones (a case study of the Faculty of Economics, Hasyim Asy'ari University). This study uses quantitative data analysis techniques with survey data collection techniques (observation) using primary data obtained from the questionnaire. The sample in this study was 50 respondents. Samples were taken with a saturated sampling technique where all populations were sampled in the study. Data analysis techniques using Multiple Linear Regression. The results showed that: (1) price had a significant effect on purchasing decisions. (2) product quality has a significant effect on purchasing decisions (3) brand image has a significant effect on purchasing decisions (4) price, product quality and brand image have a significant (simultaneous) influence on purchasing decisions of Xiaomi smartphones.

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Journal Info
BIMA : Journal of Business and Innovation Management
Website

Abbrev

bima

Publisher

Universitas Hasyim Asy'ari

Subject

Economics, Econometrics & Finance Social Sciences

Description

Fokus jurnal ini adalah publikasi bidang - bidang penelitian dalam ilmu manajemen seperti manajemen keuangan, manajemen pemasaran, manajemen sumber daya manusia, manajemen operasi, dan bisnis. Scopenya tidak terbatas pada bidang - bidang tersebut namun segala bidang - bidang ilmu yang relevan dengan ...