PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PENGGUNA SMARTPHONE XIAOMI REDMI NOTE SERIES DI KOTA SALATIGA)

Abstract

In the current digital era, smartphones have become an essential need, prompting companies to innovate to win market competition. This study examines how Xiaomi, experienced a decline in market share in Indonesia during 2021-2022 and has not been able to achieve the Top Brand Award due to facing competitors with more effective brand image, product quality, and pricing strategies. In the context of Xiaomi's market share decline in Indonesia during 2021-2022, this study uses explanatory research techniques with non-probability sampling and purposive sampling. A sample of 100 respondents who have purchased Xiaomi Redmi Note Series in Salatiga was conducted online by distributing questionnaires using Google Forms through social media. Data analysis was performed using SPSS version 27.0 with validity tests, reliability tests, correlation, determination, linear regression, and significance tests. The results show that brand image, product quality, and price significantly influence purchasing decisions, both individually and collectively. Recommendations for Xiaomi include routine quality testing, price strategy adjustments, product innovation, focusing on specifications that meet consumer needs, and enhancing features according to the latest technology trends. With effective and consistent marketing strategies, Xiaomi can strengthen its brand image, maintain product quality, and offer competitive prices to improve sustainable purchasing decisions.


Dalam era digital saat ini, smartphone telah menjadi kebutuhan esensial, mendorong perusahaan untuk berinovasi demi memenangkan persaingan di pasar. Penelitian ini mengkaji bagaimana Xiaomi, mengalami penurunan pangsa pasar di Indonesia selama 2021-2022 dan belum mampu meraih Top Brand Award karena menghadapi pesaing dengan citra merek, kualitas produk, dan strategi harga yang lebih efektif. Dalam konteks penurunan pangsa pasar Xiaomi di Indonesia selama 2021-2022, studi ini teknik explanatory research dengan pengambilan sampel secara non-probability sampling dan purposive smapling, pengambilan sampel 100 responden yang pernah membeli Xiaomi Redmi Note Series di Salatiga dilakukan secara daring (online) dengan menyebarkan kuesioner menggunakan Google Form melalui media sosial. Analisis data dilakukan menggunakan SPSS versi 27.0 dengan uji validitas, reliabilitas, korelasi, determinasi, regresi linear, dan uji signifikansi. Hasil menunjukkan bahwa citra merek, kualitas produk, dan harga secara signifikan mempengaruhi keputusan pembelian, baik secara individu maupun kolektif. Saran untuk Xiaomi meliputi uji kualitas rutin, penyesuaian strategi harga, inovasi produk, fokus pada spesifikasi yang sesuai dengan kebutuhan konsumen, dan peningkatan fitur sesuai tren teknologi terkini. Dengan strategi pemasaran yang efektif dan konsisten, Xiaomi dapat memperkuat citra merek, menjaga kualitas produk, dan menawarkan harga kompetitif untuk meningkatkan keputusan pembelian yang berkelanjutan.