| dc.description.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. | en_US |
