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PENGARUH BRAND IMAGE, HARGA, KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA XIAOMI SMARTPHONE (STUDY PADA KONSUMEN XIAOMI, METEOR CELL KOTA MALANG)

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH BRAND IMAGE, HARGA, KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA XIAOMI SMARTPHONE (STUDY PADA KONSUMEN XIAOMI, METEOR CELL KOTA MALANG)
 
Creator Ilmi, Muhammad Waliyul
Arifin, Rois
Hufron, M.
 
Description ABSTRACT This study aims to determine and analyze the effect of brand image, price, product quality, and WOM both simultaneously and partially on the decision to buy a Xiaomi mobile phone in Meteor Cell Malang. The population in this study is the number of consumers in April, which is 1,700 which shows the average number of buyers each month. While the number of samples taken was 73 respondents.The results of simultaneous  analysis shows that the influence of brand image variables, prices, product quality and WOM has a significant influence on the purchase decision of Xiaomi mobile phones. While partially brand image, price, product quality and word of mouth have a significant effect on purchasing decisions for xiaomi cellphones. Keywords: Brand Image, Price, Product Quality, WOM, Purchasing Decisions
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2019-08-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/4719
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 8 No. 20 Agustus 2019
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/4719/4251
 
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