Pengaruh Brand Image, Brand Ambassador dan Brand Awareness terhadap Purchase Decision Smartphone Xiaomi di Jakarta Utara - William, Ricky; Firdausy, Carunia Mulya (Jurnal Manajerial Dan Kewirausahaan, 2025)
Penelitian ini bertujuan untuk menguji pengaruh brand image, brand ambassador, dan brand awareness terhadap purchase decision smartphone Xiaomi di Jakarta Utara. Sampel yang diambil merupakan 152 responden sebagai pengguna dan pernah melakukan pembelian terhadap produk smartphome Xiaomi. Metode yang digunakan adalah non-probability sampling, kemudian data yang didapatkan dengan cara menyebarkan kuesioner yang diolah menggunakan PLS-SEM. Hasil dari penelitinan ini adalah brand image dan brand ambassador memiliki pengaruh terhadap purchase decision produk smartphone Xiaomi di Jakarta Utara. Akan tetapi, brand awareness tidak memiliki pengaruh terhadap purchase decision produk smartphone Xiaomi di Jakarta Utara. This study aims to analyze the influence of brand image, brand ambassador, as well as brand awareness on consumer’s decision to purchase Xiaomi smartphones in North Jakarta. The samples were 152 Xiaomi’s Smartphone users and those who have made purchases of Xiaomi’s smartphone product. The method used was non-probability sampling and questionnaires were distributed among people. The questionnaires were then processed using PLS-SEM. The research has shown that brand images and brand ambassadors have an influence affecting purchase decisions on Xiaomi’s smartphone product in North Jakarta. However, research has found little to no evidence that brand awareness has an influence on people’s purchase decisions on Xiaomi’s smartphone product in North Jakarta.