Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Xiaomi

Rebeca, Yuliani (2023) Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Xiaomi. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to determine the effect of brand image and product quality on purchasing decisions on Xiaomi smartphones. The data used in this research is primary data. The population in this study are Xiaomi smartphone users who live in the city of Palembang. The sampling technique used was purposive sampling method and 100 samples were obtained. Hypothesis testing is done by multiple regression analysis. The results of this study indicate that partially, brand image and product quality show a positive influence on Xiaomi smartphone purchasing decisions. Simultaneously, brand image and product quality influence the decision to purchase Xiaomi smartphones. Keywords: Brand image, Product quality.

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