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