Pengaruh Citra Merek Dan Word Of Mouth Terhadap Keputusan Pembelian Smartphone Xiaomi Di Daerah Istimewa Yogyakarta

Articles Vol. 14 No. 2 (2019)
DOI 10.51277/keb.v14i2.61

This study examines the effect of Brand Image and Word of Mouth (WOM) on Purchasing Decisions of Xiaomi Smartphone. The study was conducted in the Special Region of Yogyakarta. The population in this study are users of Xiaomi smartphone. Respondents in this study were 130 people. Data collection was carried out using a questionnaire and then analyzed by multiple regression. Brand image and WOW have been proven to significantly influence the increase in purchasing decisions for Xiaomi smartphone. Brand image has an influence on purchasing decisions of 0.274 with a significance value of 0.004, while WOM is proven to have an influence on purchasing decisions of 0.373 with a significance value of 0,000

##submission.howToCite.none##

0 Abstract Views
0 PDF Downloads
— XML Downloads

License

Copyright (c) 2021 Kajian Ekonomi dan Bisnis

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Articles published in SOLUSI: Jurnal Kajian Ekonomi dan Bisnis are licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0). This license permits others to share and adapt the published work for non-commercial purposes, provided that appropriate credit is given to the author(s) and the journal, a link to the license is provided, any changes made are indicated, and derivative works are distributed under the same license.