Analisis Pengaruh Ekuitas Merek Dan Citra Merek Terhadap Minat Beli Produk Smartphone Merek Xiaomi Di Palembang

This study was conducted to determine the effect of brand equity and brand image on product purchasing Intention brand Xiaomi smartphone on Palembang. This type of research is a kind of field study research through surveys. The sample used in this study were smartphone users a total of 110 respondents and the sampling technique used was purposive sampling technique. Data analysis techniques used are validity and reliability, descriptive test, classic assumption test and multiple linear regression analysis, t-test, f-test, and test the coefficient of determination R2 Results of the study showed the independent variable (X) is able to explain 16.5% Xiaomi smartphone product purchasing Intention and the balance of 83.5% is explained by other variables not included in this study. Partial test results indicate the brand awareness and perception quality but not significant positive effect whereas brand association and brand image positive and significant impact on product purchasing Intention Xiaomi smartphone.