Analysis of intention in purchasing Xiaomi smartphone with reference to product features, social influences, and brand image (case study on Xiaomi customers in Medan)

Marco, Malvin (2023) Analysis of intention in purchasing Xiaomi smartphone with reference to product features, social influences, and brand image (case study on Xiaomi customers in Medan). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Xiaomi Inc. is a company which focuses on electronic devices covering software, smartphone, home appliances, etc. Xiaomi started their expansion into Indonesia, and it is perceived to receive less attention in the current times. This statement can be supported by the decrease sales data, features offered are yet to be competitive, negative social influences, as well as the brand image inside the customer’s mind. Therefore, this research is done to further analyse the influence of product features, social influence, and brand image towards purchase intention of Xiaomi smartphone in Medan. Product features, social influences, and brand image have positive influence towards the purchase intention of Xiaomi smartphone, which means that any fluctuation in those variables will increase purchase intention at the same time. The research design applied in this research is the quantitative research followed by descriptive and causal study. The sampling method used is convenience sampling, and the sample collected is 99 respondents. During the testing of validity, reliability, normality, multicollinearity, and heteroscedasticity, the data shows that it passes the requirements of each testing and considered as a good data. The regression equation is Y = -7.564 + 0.505 X1+ 0.192 X2 + 0.882 X3. In the hypothesis test, it shows that product features, social influence, and brand image partially and simultaneously affects purchase intention. These variables are described as influencing 72.5% of the purchase intention. As a result, the writer suggests Xiaomi Indonesia to improve the features, such as battery life, hire well-trained salesperson to influence the purchase intention, offer unique features, retaining the customers by being interactive in social media as well as offer great services. / Xiaomi Inc adalah salah satu Perusahaan yang fokus terhadap perangkat elektronik seperti perangkat lunak, gawai, peralatan rumah tangga, dsb. Xiaomi telah memulai expansinya ke Indonesia, dan dipersepsikan telah menerima sedikit perhatian pada saat ini. Pernyataan ini didukung oleh penurunan data sales, fitur yang diberikan kurang kompetitif, pengaruh sosial yang kurang, persepsi konsumen terhadap citra merek. Oleh karena itu, penelitian ini dilakukan untuk menganalisa pengaruh dari fitur produk, pengaruh sosial, dan citra merek terhadap minat beli smartphone Xiaomi di Medan. Fitur produk, pengaruh sosial, dan citra merek memiliki pengaruh yang positif terhadap minat beli gawai Xiaomi, yang dimana menandakan peningkatan dalam variable ini di waktu yang sama akan mengakibatkan peningkatan di minat beli. Desain penelitian yang digunakan dalam penilitian ini adalah pendekatan kuantitatif yang diikuti oleh penilitian deskriptif dan kausal. Metode sampel yang digunakan adalah sampel convenience, dan terkumpul 99 responden. Pada percobaan validitas, keandalan, normalitas, multikolinearitas dan heteroskedastisitas, penelitian ini melewati tes tersebut dan diperkirakan sebagai data yang baik. Persamaan regresinya adalah Y = -7.564 + 0.505 X1+ 0.192 X2 + 0.882 X3. Pada tes hipotesis, ditunjukkan bahwa fitur produk, pengaruh sosial, dan citra merek secara parsial dan bersamaan mempengaruhi minat beli. Variabel ini dapat menjelaskan 72.5% dari minat beli. Oleh karena itu, penulis menyarankan Xiaomi untuk meningkatkan fitur seperti daya tahan baterai, memperkerjakan pegawai yang terlatih untuk mempengaruhi minat beli konsumen, fitur yang unik, mempertahankan konsumen dengan interaktif di sosial media dan memberikan servis yang baik.

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