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Cokki, Cokki
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Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian pada Pengguna Smartphone Xiaomi di DKI Jakarta Saputra, Ferdiano; Cokki, Cokki
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/resh8243

Abstract

Penelitian ini bertujuan untuk meneliti pengaruh citra merek, persepsi harga dan kualitas produk terhadap keputusan pembelian pengguna smartphone Xiaomi yang berdomisili di DKI Jakarta yang merupakan pusat ibukota Indonesia. Penelitian ini menggunakan metode kuantitatif dengan mengumpulkan data melalui kuesioner yang telah diisi oleh 252 responden. Teknik analisis data yang digunakan adalah Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa citra merek dan kualitas produk memiliki pengaruh positif terhadap keputusan pembelian, tetapi persepsi harga tidak memiliki pengaruh positif terhadap keputusan pembelian. Selain itu, citra merek memiliki pengaruh positif terhadap persepsi harga dan kualitas produk juga memiliki pengaruh positif terhadap citra merek. This study aims to investigate the impact of brand image, price perception, and product quality on the purchasing decisions of Xiaomi smartphone users residing in DKI Jakarta, the capital city of Indonesia. The study employs a quantitative method by collecting data through questionnaires completed by 252 respondents. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM). The results show that brand image and product quality have a positive influence on purchasing decisions, while price perception does not have a positive impact on purchasing decisions. Additionally, brand image has a positive effect on price perception, and product quality also has a positive influence on brand image.
Co-Authors Alfarisi, Muhamad Daffa Alfarisi Amelia, Saskia An Lie, Yeoh Angkasa, Cindy Lawrence Ariadi, Ariadi Chrisvinlya, Chrisvinlya Corinna, Bellinda Eunike, Debora Febriani, Wellen Febriyanti, Anjeli Hansel Wijaya, Nathanael Ryan Haris Maupa Hazain, Saraswati Kamalo, Angelica Joanna Charity Kent, Edbert Khatimah, Gita Khusnul Kurniawan, Michelle Amellia Mahlia Muis Meidy, Jessisca Mochamat Helmi Muji, Muji Naibaho, Hanny Veramayanti Br Natalya, Yenny Nuriska, Winda Ocberta, Natalie OKTAVIAN, BILLY Olivia Putri, Angely Pandy, Ni Putu Noving Paramitha Prasetyo, Bagus Edo Putri, Adinda Zhafira Dyanti Putri, Angely Olivia Sadat, Andi Muhammad Saint, Hayuningrat Odyssey Saleh, Hendra Noor Saputra, Ferdiano Setiawan, Anastasia Shirly Gunawan Tanaya, Amanda Marzha Teng, Phuah Kit Tiffany, Fransisca Tjokrosaputro, Miharni Waei, Ow Mun Wai, Khoong Tai Wigati Binar, Isabel Sekar Argum Wijaya, Irenia Binardi Wijaya, Santrista William Chandra Windyaswara, Habibah Afianti Yesika, Tifany Yunetta, Cintya