Faktor-Faktor yang Memengaruhi Minat Beli Smartphone Xiaomi pada Pengguna Smartphone di Jakarta

Main Article Content

Nico Yonathan
Yenny Lego

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh e-wom, kepercayaan, dan citra merek terhadap minat beli smartphone Xiaomi pada pengguna smartphone di Jakarta. Menggunakan metode non-probability sampling dan teknik pengambilan sampel dengan purposive sampling. Menyebarkan kuesioner secara online dan berhasil mendapatkan 112 responden. Kemudian menganalisis data dengan PLS-SEM menggunakan program SmartPLS 3.0. Hasil penelitian menunjukan bahwa e-wom, kepercayaan, dan citra merek memberikan pengaruh secara positif dan signifikan terhadap minat beli smartphone Xiaomi pada pengguna smartphone di Jakarta.


 


The purpose of this study was to determine the effect of e-wom, trust, and brand image on interest in buying Xiaomi smartphones among smartphone users in Jakarta. Using non-probability sampling method and sampling technique with purposive sampling. Distributed the online questionnaire and managed to get 112 respondents. Then analyze the data with PLS-SEM using the SmartPLS 3.0 program. The results showed that e-wom, trust, and brand image had a positive and significant influence on buying interest in Xiaomi smartphones on smartphone users in Jakarta.

Article Details

Section
Articles
Author Biographies

Nico Yonathan, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Yenny Lego, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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