PENGARUH BRAND EQUITY DAN PROMOTION MIX TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIOMI PADA MAHASISWA MANAJEMEN STIE–KBP PADANG

, Efendi and Febsri Susanti

No b6c7x, OSF Preprints from Center for Open Science

Abstract: The purpose of this study was to analyze the influence of Brand Equity, Promotion Mix on Xiomi Smartphone Purchasing Decisions on STIE - KBP Padang management students. The sampling technique was obtained by using the Sampling method with a total sample of 86 respondents. The results of hypothesis testing showed that the variable Brand Equity (X1), Promotion Mix (X2), had a significant value t greater than Sig.ɑ (0.05) so it can be said that these variables have a partially significant influence on the intention of Xiomi Smartphone Purchasing Decisions on STIE - KBP Padang management students. The results of the calculation of multiple linear regression analysis that has been carried out shows that the ability of the model in explaining the influence of independent variables on the dependent variable is large, it can be seen in the value of Adj. R. Square (R2) that is equal to 0.848 (35%). Thus, it means that the regression model used is able to explain the effect of Brand Equity (X1), Promotion Mix (X2), on the Purchase Decision of 35%, while the remaining 65% is explained by other variables not included in this study.

Date: 2019-03-27
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:b6c7x

DOI: 10.31219/osf.io/b6c7x

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