Dampak Brand Image dan Brand Trust terhadap Keputusan Pembelian Smartphone Merk Xiaomi (Studi Kasus Pada Mahasiswa STIE Widya Gama Lumajang)

Abstract

The purpose of this study was to determine the effect of brand image and brand trust on purchasing decisions of Xiaomi brand smartphones both partially and simultaneously. This research was conducted on 60 STIE Widya Gama Lumajang students. This study examines the hypothesis which states that there is an influence of brand image and brand trust on purchasing decisions in STIE Widya Gama Lumajang students. This research method uses quantitative research methods using probability sampling samples with multiple linear regression analysis techniques. The results show that the brand image affects purchasing decisions, while the brand trust influences the purchasing decision. And simultaneously brand image and brand trust have an influence on purchasing decisions. With the coefficient of determination obtained at 0.784 which shows that 78.4% of Xiaomi smartphone purchase decisions on STIE Widya Gama Lumajang students while the remaining 78.4% purchase decisions while 21.6% are influenced by other variables not examined in this study .