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All Journal Jurnal Kajian Ilmu Manajamen
Ahmad Firhan Ah’sani
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura
Economics, Econometrics & Finance

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Pengaruh Citra Merek, Fitur, Dan Persepsi Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Smartphone Xiaomi) di Kabupaten Lamongan Ahmad Firhan Ah’sani; Hadi Purnomo
Jurnal Kajian Ilmu Manajemen (JKIM) Vol 2, No 2 (2022): Juni
Publisher : Management Department of Economics and Business Of Trunojoyo Madura University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (237.539 KB) | DOI: 10.21107/jkim.v2i2.16997

Abstract

This study aims to determine the effect of brand image, features, and price perceptions on purchasing decisions with a case study on Xiaomi smartphone consumers in Lamongan Regency. The research method used is a quantitative method with primary data through questionnaires distributed to respondents. The sampling technique in this study is the Accidental Sampling technique, which is a sampling technique based on coincidence, namely consumers who coincidentally/incidentally meet with researchers in the population, which then obtained 96 samples. The results obtained from the research conducted indicate that brand image has a negative effect on purchasing decisions, this is inversely proportional to other results that features have a positive effect on purchasing decisions, price perceptions have a positive effect on purchasing decisions. price perception has a positive effect on purchasing decisions. This study aims to determine the effect of brand image,
Co-Authors Hadi Purnomo