Pengaruh Identitas Merek dan Citra Merek terhadap Keputusan Pembelian Ponsel Merek Xiaomi

Abstract

This study aims to determine the effect of brand identity and brand image on purchasing decisions for Xiaomi brand mobile phones in Medan City. This study used a quantitative research method with a sampling technique, namely purposal sampling. The sample in this study were the people of Medan City, aged 20-29 years, and knew the Xiaomi brand and cell phone with a total of 350 people. The data collection method uses a Likert scale which consists of a purchasing decision scale, a brand identity scale, and a brand image scale. The data analysis method used is multiple linear regression analysis. The results of the study show several things, first, brand identity has a positive influence on the decision to purchase Xiaomi phones in Medan City. Second, brand image has a positive influence on purchasing decisions for Xiaomi phones in Medan City. Third, brand identity and brand image simultaneously have a specific effect on the decision to purchase Xiaomi mobile phones in Medan City.