Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Smartphone Merek Xiaomi di Kota Bandung

Abstract

Abstract. Xiaomi is a smartphone that comes from China, which is based in Beijing. Xiaomi must have a good brand image and quality. The brand image of the Xiaomi brand smartphone is considered unfavorable and the product quality is less reliable. Based on this phenomenon, the problems in this study are formulated as follows: (1) What is the brand image of the Xiaomi brand smartphone? (2) What is the quality of Xiaomi brand smartphone products? (3) How is the decision to purchase a Xiaomi brand smartphone? (4) How much influence does brand image have on purchasing decisions for Xiaomi brand smartphones? (5) How much influence does product quality have on purchasing decisions for Xiaomi brand smartphones? (6) How much influence does brand image and product quality have on purchasing decisions for Xiaomi brand smartphones? Researchers used the method of correlational analysis techniques using a quantitative approach. The population selected in this study were consumers who had purchased a Xiaomi brand smartphone at the Xiaomi BEC (Bandung Electronic Center) Bandung official store, totaling 14,400 consumers. With the sampling technique, namely Non Probability Sampling, precisely using Purposive Sampling, the number of research samples was 100 consumers. Data collection techniques used in this study were questionnaires, interviews, observation, and literature study. The results of this study are: There is a positive relationship between brand image and product quality on purchasing decisions of the Xiaomi brand smartphone which is included in the moderate category.

Abstrak. Xiaomi merupakan smartphone yang berasal dari negara Tiongkok yang berpusat di Beijing. Xiaomi harus mempunyai cira merek dan kualitas yang baik. Citra merek smartphone merek Xiaomi dianggap kurang baik dan kualitas produk kurang handal. Berdasarkan fenomena tersebut, maka permasalahan dalam penelitian ini dirumuskan sebagai berikut: (1) Bagaimana citra merek smartphone merek Xiaomi? (2) Bagaimana kualitas produk smartphone merek Xiaomi? (3) Bagaimana keputusan pembelian smartphone merek Xiaomi? (4) Seberapa besar pengaruh cira merek terhadap keputusan pembelian smartphone merek Xiaomi? (5) Seberapa besar pengaruh kualitas produk terhadap keputusan pembelian smartphone merek Xiaomi? (6) Seberapa besar pengaruh citra merek dan kualitas produk terhadap keputusan pembelian smartphone merek Xiaomi?. Peneliti menggunakan metode teknik analisis korelasional dengan menggunakan pendekatan kuantitatif. Populasi yang dipilih dalam penelitian ini adalah konsumen yang pernah melakukan pembelian smartphone merek Xiaomi di official store Xiaomi BEC (Bandung Electronic Center) Bandung yang berjumlah 14.400 konsumen. Dengan teknik pengambilan sampel yaitu Non Probability Sampling tepatnya menggunakan Purposive Sampling diperoleh jumlah sampel penelitian sebanyak 100 konsumen. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner, wawancara, observasi, dan studi pustaka. Hasil dari penelitian ini adalah: Terdapat hubungan positif antara citra merek dan kualitas produk terhadap keputusan pembelian smartphone merek Xiaomi yang termasuk kategori sedang.