THE INFLUENCE OF LIFESTYLE, PRODUCT INNOVATION, AND BRAND IMAGE ON XIAOMI SMARTPHONE PURCHASING DECISIONS
Keywords:
Lifestyle, Product Innovation, Brand Image, Purchasing Decision
Abstract
Smartphones are a primary need in daily activities. In Indonesia, the development of the Smarphone industry is very rapid, where Smartphones are currently used by all groups of society from the bottom to the top in various purposes, whether for business, family, or other purposes. Lifestyle, product innovation and brand traits are believed to influence the purchase decision of Xiaomi Smartphones. This study aims to determine the influence of lifestyle, product innovation and brand image on Xiaomi smartphone purchase decisions (case study of Students of the Faculty of Letters, Islamic University of North Sumatra). The type of research used is quantitative with associative type. The population in the study is students of the Faculty of Letters, Islamic University of North Sumatra from 2019-2023 totaling 171 students. The sampling technique uses the Slovin formula and purposive sampling with the criteria of Students who have bought and used Xiaomi Smartphones totaling 120 respondents. Data processing is carried out using SPSS 23 software. Data analysis techniques using validity tests and reliability tests, classical assumption tests, multiple linear regression analysis tests and hypothesis testing. From the tests that have been done, that there is an influence between lifestyle variables, product innovation and brand image on the purchase decision of Xiaomi Smartphones in students of the Faculty of Letters, Islamic University of North Sumatra, and lifestyle variables, product innovation and brand image have a coefficient of determination of 60.9% while the rest are influenced by other variables.References
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Azzah, B. B., & Novrianti, D. P. (2022). Pengaruh Gaya Hidup dan Citra Merek terhadap Keputusan Pembelian Smartphone Apple Melalui Ekuitas Merek sebagai Variabel Intervening di Kota Pekanbaru. Jurnal …, 4, 551–560. http://journal.universitaspahlawan.ac.id/index.php/jpdk/article/view/6646%0Ahttp://journal.u niversitaspahlawan.ac.id/index.php/jpdk/article/download/6646/5018
Callizta, K., & Hasbi, I. (2020). Pengaruh Brand Equity Terhadap Keputusan Pembelian Apple the Influence of Brand Equity on Apple Iphone Purchase. E-Proceeding of Management :, 7(2), 6204–6211.
Erni Yuningsih, Endang Silaningsih. (2020). Manajemen Bisnis dan Inovasi. Widina Bhakti Persada. Firmasyah, M. anan. (2019). Pemasaran Produk dan Merek (Planning & Strategy) (Q. Media (Ed.)). CV.PENERBIT QIARA MEDIA.
IDC. (2023). pasar ponsel cerdas Indonesia. IDC. https://www-idc- com.translate.goog/getdoc.jsp?containerId=prAP50404323&_x_tr_sl=en&_x_tr_tl=id&_x_tr_hl=id&_x_tr_pto=tc
Kotler dan Armstrong. (2019). Prinsip-Prinsip Pemasaran jilid 1 edisi 12 (W. H. Adi Mulana, Devri Barnadi (Ed.)). ERLANGGA.
Maghfiroh, K. (2019). Pengaruh Harga, Kualitas Produk Dan Word of Mouth Terhadap Kepuasan Konsumen Serta Implikasinya Pada Keputusan Pembelian Smartphone Xiaomi. Business Management Analysis Journal (BMAJ), 2(2), 34–44. https://doi.org/10.24176/bmaj.v2i2.4075
Riadi, M. (2022). inovasi produk (aspek, jenis, indikator dan penyebab). Kajian Pustaka. https://www.kajianpustaka.com/2022/06/inovasi-produk.html
Setiadi, N. (2021). PENGARUH INOVASI, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI. Jurnal Manajemen Dan Bisnis.
Sriwahyuni, N., & TeIagawathi, N. L. W. S. (2021). Pengaruh Gaya Hidup dan Citra Merek Terhadap Keputusan Pembelian Smartphone Xiaomi di Kabupaten Buleleng. Jurnal Pendidikan Ekonomi Undiksha, 13(1), 152. https://doi.org/10.23887/jjpe.v13i1.32612
Sugiyono. (2021). Metode Penelitian Kuantitatif Kualitatif dan R&D (Dr. Ir. Su). ALFABETA.
Sujarweni, V. W. (2019). Metode Penelitian Bisnis dan Ekonomi Pendekatan Kuantitatif. Yogyakarta: Pustaka Baru. PUSTAKAKABARUPRESS.
Top Brand Award. (2023). Www.Topbrand-Award.Com. https://www.topbrand- award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=10&id_subkategori=166&t ahun_awal=2019&tahun_akhir=2022&brand1=Oppo&brand2=Samsung&brand3=Xiaomi
Wijaya, E., Hafni, L., & Chandra, S. (2021). Lifestyle, Product Innovation, Price, and Brand Image: Impact On Purchase Decision On Samsung Smartphone. Procuratio : Jurnal Ilmiah Manajemen, 9(3), 244–252.
Wolff, M., Tumbuan, W. J. F. A., & Lintong, D. C. A. (2021). MILENIAL DI KECAMATAN TAHUNA THE EFFECT OF LIFESTYLE , PRICE , AND BRAND IMAGE ON THE DECISION TO PURCHASE IPHONE BRAND SMARTPHONE ON MILLENIAL WOMEN IN TAHUNA DISTRICT Jurnal EMBA Vol . 10 No . 1 Januari 2021 , Hal . 1671-1681. Ekonomi Bisnis Manajemen Dan Akuntansi (EBMA), 10(1), 1671–1681. https://ejournal.unsrat.ac.id/index.php/emba/article/viewFile/39411/36142
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