VINCENTIUS, NOVERINO (2019) PENGARUH HARGA, KREDIBILITAS, NILAI EMOSIONAL, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study revealed that there are four dimensions that aim to determine the effect of price, credibility, emotional value, and brand awareness on purchasing decisions on Xiaomi smartphone products. Respondents in this study were people who had used Xiaomi smartphones. This research was conducted on 140 respondents using a quantitative approach. Analysis of the data used is multiple linear regression analysis with SPSS statistical software tools. The results of this study indicate that test credibility has no significant effect on Xiaomi smartphone purchase decisions. Price, Emotional Value, and Brand Awareness have a significant effect on Xiaomi's smartphone purchase decisions. Keywords: Price, Credibility, Emotional Value, Brand Awareness, Purchase Decision, Xiaomi Smartphone. Penelitian ini mengungkapkan ada empat dimensi yang bertujuan untuk mengetahui pengaruh harga, kredibilitas, nilai emosional, dan kesadaran merek terhadap keputusan pembelian pada produk smartphone Xiaomi. Responden pada penelitian ini adalah masyarakat yang sudah menggunakan smartphone Xiaomi. Penlitian ini dilakukan terhadap 140 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS. Hasil penelitian ini menunjukkan bahwa secara uji Kredibilitas tidak berpengaruh siginifikan terhadap Keputusan Pembelian smartphone Xiaomi. Harga, Nilai Emosional, dan Kesadaran Merek berpengaruh signifikan terhadap Keputusan Pembelian smartphone Xiaomi. Kata Kunci :Harga, Kredibilitas, Nilai Emosional, Kesadaran Merek, Keputusan Pembelian, Smartphone Xiaomi.
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