PENGARUH PROMOSI DAN KUALITAS PRODUK “XIAOMI” TERHADAP KEPUTUSAN MAHASISWA MERCUBUANA DALAM MEMBELI SMARTPHONE XIAOMI

DHARMA, IGNATIUS JEVONZIO ARTA (2019) PENGARUH PROMOSI DAN KUALITAS PRODUK “XIAOMI” TERHADAP KEPUTUSAN MAHASISWA MERCUBUANA DALAM MEMBELI SMARTPHONE XIAOMI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Xiaomi merupakan jenis smartphone pendatang baru dalam era teknologi komunikasi yang sedang berkembang pesat ini. Namun sistem pemasaran Xiaomi termasuk unik karena sebagai pendatang baru Xiaomi tidak memasarkan produknya dengan gencar guna menyaingi perusahaan smartphone lain tetapi Xiaomi terbukti dengan minimnya promosi yang dilakukan dapat menjadi raksasa di dunia teknologi smartphone. Pada penelitian ini menggunakan metode penelitian kuantitatif dimana hasil penelitian akan dibahas sesuai data yang telah dikumpulkan, populasi dari penelitian ini diambil dari mahasiswa Mercubuana jurusan manajemen angkatan 2014 yang berjumlah 388 orang dan sampel yang diambil dari populasi berjumlah 250 orang, Metode analisis dalam penelitian ini menggunakan regresi linier berganda. Dari hasil penelitian ini kita dapat mengatakan bahwa promosi tidak berpengaruh positif signifikan secara parsial terhadap keputusan pembelian Xiaomi sedangkan kualitas produk berpengaruh positif signifikan secara parsial terhadap keputusan pembelian, secara simultan promosi dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: Xiaomi, promosi, kualitas produk, keputusan pembelian Xiaomi is a new comer in communication technology era that has been grow up right now. However the marketing system is kind of unique because as a new comer Xiaomi never marketing their product rapidly for competing with other company. But Xiaomi proved it with the minimum of the promotion they still can have it and be one of the giant in a world of smartphone technology. In this research use quantitative research methods where the result of the research is discusse as the data that have been collected. the population were taken from Mercubuana students in the management department from the class of 2014 which totaled 388 people, and the sample is taken from the population amount to 250 people. Multiple Linier Regresion is the analysis methods that used in this research. The conclusion from result of this research is promotion doesn’t affect purchase decision of Xiaomi smartphone in partial way, quality product does affect purchase decision of Xiaomi smartphone in partial way. In simultan way promotion and quality product positively and significantly affect the purchase decision of Xiaomi smatphone. Keyword: Xiaomi, Promotion, Quality Product, Purchase Decision

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