Pengaruh Brand Image, Brand Ambassador dan Brand Awareness terhadap Purchase Decision Smartphone Xiaomi di Jakarta Utara
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Abstract
This study aims to analyze the influence of brand image, brand ambassador, as well as brand awareness on consumer’s decision to purchase Xiaomi smartphones in North Jakarta. The samples were 152 Xiaomi’s Smartphone users and those who have made purchases of Xiaomi’s smartphone product. The method used was non-probability sampling and questionnaires were distributed among people. The questionnaires were then processed using PLS-SEM. The research has shown that brand images and brand ambassadors have an influence affecting purchase decisions on Xiaomi’s smartphone product in North Jakarta. However, research has found little to no evidence that brand awareness has an influence on people’s purchase decisions on Xiaomi’s smartphone product in North Jakarta.
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