Abstract
The development of technology is growing rapidly, so that smartphones are common and an effective communication tool for users to meet all their needs and interests. Many manufacturers provide smartphone products that offer various conveniences. There are several considerations for consumers in buying a product such as price, brand image and product quality. Purpose of this study is to determine the effect of price, brand image and product quality on purchasing decisions. Research was conducted in Denpasar and the population in this study are consumers who had bought or used Xiaomi smartphone. The research sample consisted of 120 respondents with purposive sampling. Data are analyzed using multiple linear regression. results show that price has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions and product quality has a positive and significant effect on purchasing decisions o Xiaomi smartphones in Denpasar.
 Keywords: Price, Brand Image, Product Quality, Purchase Decision
Highlights
The development of technology is growing rapidly, so that smartphones are common and an effective communication tool for users to meet all their needs and interests
Ketentuan tidak mengandung adanya heteroskedastisitas diketahui jika probabilitas signifikansinya di atas tingkat kepercayaan 5% atau diatas 0,05
Pengaruh Citra Merek (Brand Image) dan Harga terhadap Keputusan Pembelian
Summary
Xiaomi masih cukup terjangkau oleh konsumen dibandingkan produk lainnya seperti Oppo. Citra merek (Brand Image) adalah pengamatan dan kepercayaan yang digenggam konsumen, seperti yang dicerminkan di asosiasi atau di ingatan konsumen. Konsumen cenderung menjadikan citra merek (brand image) sebagai acuan sebelum melakukan pembelian suatu produk/jasa. Perusahaan harus mampu menciptakan brand image yang menarik sekaligus menggambarkan manfaat produk yang sesuai dengan keinginan dan kebutuhan konsumen (Chovanová et al, 2015).”. Kualitas produk juga merupakan salah satu cara meningkatkan daya saing yang harus sesuai dan mampu memenuhi harapan konsumen. Kualitas produk sebagai salah satu faktor yang dipertimbangkan dalam melakukan keputusan pembelian produk (Karlina & Seminari, 2015). Suatu produk yang mempunyai kualitas yang bagus, pastinya akan dipertimbangkan oleh konsumen untuk membelinya, karena kualitas produk dapat menjamin produk tersebut dapat digunakan dengan baik.”.
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