PENGARUH CITRA MEREK, KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI PENJUALAN TERHADAP MINAT BELI SMARTPHONE XIAOMI KONTER V-COM JEPARA

Abstract

The purpose of this study was to analyze the effect of brand image, product quality, price perception, and sales promotion on intention to buying. Research location in Jepara City.Research population are buyer smartphone xiaomi in Jepara City are 100 people. Sampling technic using purposive sampling method are 100 people. This research using primaire data using technical data source using questionnaires and documentation. Data are be analyzed using validity, reliability, multiple regression, F detection, determination coefficient (R²), and t detection. Which is then processed using a computer program SPSS version 20. The results showed that the Brand Image variable had a positive effect onintention to buying, Product Quality had no positive effect on intention to buying, Price Perception had a positive effect on intention to buying, and Sales Promotions had a positive effect on intention to buying.