PENGARUH CITRA MEREK, FITUR, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI DI KELURAHAN TINGKULU KECAMATAN WANEA KOTA MANADO

Abstract

The development of telecommunications technology is currently experiencing very rapid progress. Our society is very hungry for browsing, chatting, playing games, playing videos and also for working and studying using tablets or Smartphones. The emergence of this Xiaomi Smartphone product has really disturbed other Smartphone companies. Xiaomi has a different marketing strategy in winning market share, namely by offering affordable prices with good specifications, Xiaomi's prices are always 20-30 percent cheaper and the specifications are twice as high as competitors. The purpose of this research is to determine the influence of brand image, features and price perceptions on purchasing decisions for Xiaomi Smartphones in Tingkulu Village, Wanea District, Manado City.

The research method used is a quantitative method. The data collection instrument uses a questionnaire. The population in this study was all in Tingkulu Village. The sample in this study was 98 respondents. The sampling technique uses the Slovin formula.

The results of this research explain that only one variable is significant, namely the Price Perception variable (X3) and the Brand Image (X1) and Feature (X2) variables do not have a significant effect. This can be seen from the t table test results of 0.1654 with a significance level of 0.307 because the sig value ≤ 0.1 means that variable X1 (Brand Image) partially has no significant effect on Y (Purchase Decision). The calculated t value for the variable The calculated t value for the variable The fcount value of 15,033 is greater than the Ftable value of 3.09 with a significant value of 0.0000. Because sig < 0.1.

Thus, it can be concluded that the hypothesis formulated in this research, which alleged that Brand Image, Features and Price Perception influence the Xiaomi Smartphone Purchase Decision in Tingkulu Village, Wanea District, Manado City, is acceptable. It is hoped that this research will become the basis for further research. For those who wish to research further, they can add other variables to purchasing decisions.