INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, PRICING AND PROMOTION ON PURCHASE DECISIONS (case study of xiaomi smartphone consumers in Peterongan District)

This research is about the effect of brand image, product quality, and price on
the purchase decision of Xiaomi mobile phones in Peterongan District. The data
source used in this study is primary data. The population in this study are consumers
who use Xiaomi mobile phones.
Data collection techniques were carried out by distributing questionnaires
online and offline. The analytical method uses multiple linear regression (Multiple
Regression Analysis) to analyze the magnitude of the influence of the independent
variables on the dependent variable. The results showed that the brand image
variable partially had no positive and insignificant effect on purchasing decisions,
while the product quality and price variables partially had a positive and significant
effect on purchasing decisions for Xiaomi mobile phones for consumers in
Peterongan District.
The test results for the coefficient of determination (R2) are 0.620. This
means that the decision to purchase Xiaomi mobile phones in Peterongan District
is influenced by brand image, product quality, and price variables by 26%. The
remaining 74% of purchasing decisions are influenced by other variables not
examined in this study.