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All Journal Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Jurnal Dimamu
Jajang Suherman
Universitas Ma'soem
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Smartphone Xiaomi Jajang Suherman; Ricky Rohmanto Rohmanto; Abi Rachmadia Azhar Azhar
Jurnal Dimamu Vol. 5 No. 2 (2026)
Publisher : Ma'soem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/dimamu.v5i2.1927

Abstract

Competition in the smartphone industry is increasingly intense, especially in the entry-level segment targeting lower to middle-class consumers. Xiaomi has become one of the favored brands because it can offer high specifications at affordable prices. This raises the question of how much product quality and price perception influence purchasing decisions, particularly in Bandung City. This study aims to analyze the influence of brand image and product quality on Xiaomi smartphone purchasing decisions, both partially and simultaneously. Using a quantitative approach, data were collected through questionnaires from 100 Xiaomi phone users in Bandung City selected through purposive sampling. This study is expected to provide input for business actors and marketers in designing effective strategies. The data processing was carried out using SPSS version 27 software with methods including validity test, reliability test, normality test, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that product quality and price perception have a significant effect on purchasing decisions, both individually and simultaneously. The coefficient of determination value reaches 62.5%, which means that these two variables explain most of the variation in consumer purchasing decisions. The conclusion of this study is that Brand Image has a significant effect on purchase decisions. The t-test results show that product quality has a significance value of 0.000 (p < 0.05) and a regression coefficient of 0.497. Product quality has a positive effect on purchase decisions, showing a significance value of 0.000 (p < 0.05) and a regression coefficient of 0.574. Brand image and product quality simultaneously have a significant effect on purchase decisions. The F-test results show a significance value of 0.000 (p < 0.05), indicating that both variables together have an effect on purchasing decisions. The coefficient of determination (R Square) value of 0.625 shows that 62.5% of the variation in purchasing decisions can be explained by product quality and price perception. The remaining 37.5% is explained by other variables not examined in this study.  
Strategi Pemasaran Digital Melalui Media Sosial Dalam Meningkatkan Penjualan (Studi Kasus Pada Bisnis Buket Bunga Zul Di Rancaekek Bandung) Jajang Suherman; Heni Rosdianti; Zulfani Nurfaiza
Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Vol 9 No 2 (2025): Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis
Publisher : LPPM STIE KRAKATAU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61401/relevansi.v9i2.347

Abstract

Daerah pedesaan memiliki potensi besar untuk dikembangkan sebagai pusat ekonomi kreatif, meskipun keterbatasan akses terhadap teknologi, infrastruktur, dan informasi menjadi tantangan. Buket Bunga Zul, sebuah bisnis buket bunga di Rancaekek, Kabupaten Bandung, menjadi contoh dari potensi tersebut. Usaha ini memiliki keuntungan karena akses strategis ke kota-kota besar terdekat seperti Bandung dan Sumedang, serta meningkatnya permintaan buket bunga untuk acara seperti pernikahan, wisuda, dan perayaan lainnya, yang menghadirkan peluang menjanjikan. Penelitian ini bertujuan untuk menganalisis bagaimana strategi berbasis teknologi dapat meningkatkan daya saing, efisiensi operasional, dan jangkauan pasar produk buket bunga lokal. Pemanfaatan platform digital, aplikasi pemasaran, dan sistem manajemen berbasis teknologi memungkinkan pertumbuhan berkelanjutan tanpa batasan geografis. Penelitian ini menggunakan metode deskriptif kualitatif dengan desain studi kasus, serta melakukan triangulasi dalam pengumpulan data kualitatif. Analisis bersifat induktif, berfokus pada pemahaman makna, keunikan, dan fenomena. Hasil penelitian menunjukkan bahwa pemanfaatan teknologi digital dalam pemasaran, manajemen, dan distribusi dapat secara signifikan memperluas jangkauan pasar dan meningkatkan daya saing. Meskipun menghadapi keterbatasan teknologi dan infrastruktur, lokasi strategis Rancaekek serta penerapan strategi berbasis teknologi menjadikan bisnis buket bunga lokal mampu berkembang dan tumbuh dalam ekonomi kreatif.
Co-Authors Abi Rachmadia Azhar Azhar Heni Rosdianti Ricky Rohmanto Rohmanto Zulfani Nurfaiza