The Role of Product Diversity, Brand Trust, and Price Fairness in Influencing Xiaomi Smartphone Purchasing Decisions
Keywords:
Brand Trust, Price Fairness, Product Diversity and Purchase Decision
Abstract
This study was initiated in response to a drop in sales at Xiaomi Shop Fastronik Banyumanik for four months in a row, from July to October 2024. This study seeks to assess the impact of Product Diversity, Brand Trust, and Price Fairness on Purchase Decisions for Xiaomi Smartphones, focusing on consumers at Xiaomi Shop Fastronik Banyumanik. The data for this study was gathered through observations, questionnaires, and a literature review. The sample strategy employed was non-probability sampling utilizing a purposive sampling method. The study sample comprised 105 users at Xiaomi Shop Fastronik Banyumanik. This study employed data analysis techniques including validity testing, reliability tests, classical assumption tests, correlation analysis, coefficient of determination analysis, F-tests, and t-tests. This study employed IBM SPSS Statistics Version 26 for data processing. This study's findings demonstrate that product diversity, brand trust, and price fairness substantially affect purchasing decisions. Product diversity, brand trust, and price fairness account for 76.6% of the purchasing decision, but the remaining 23.4% is affected by additional variables not analyzed in this study. The t-test results demonstrate that the pricing justice variable exerts the greatest influence relative to the product diversity and brand trust factors. The regression equation derived from these results is Y = 0.561 + 0.238X1 + 0.318X2 + 0.420X3.
References
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Ding, C., Zhang, R., & Wu, X. (2023). The impact of product diversity and distribution networks on consumption expansion. Journal of Business Research, 161. https://doi.org/10.1016/j.jbusres.2023.113833
Engels, J., Blackwell, R. D., & Miniard, P. W. (1995). Perilaku Konsumen (6th ed.). Binarupa Aksara.
Fajar, D. (2023). Analysis of Online Purchasing Decisions through Social Media. Admisi Dan Binis, 24. https://jurnal.polines.ac.id/index.php/admisi
Febrianto, D., Fihartini, Y., & Husna, N. (2024). The Influence of Online Promotion and Product Diversity on Customer Satisfaction with Purchase Decision as an Intervening Variable. International Journal of Business and Applied Economics, 3(3), 385–398. https://doi.org/10.55927/ijbae.v3i3.9186
Ghozali, I. (2021). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F. J., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective (7th ed.). Pearson Education Inc.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100102
Hermawan, I., Sulistiyani, E., & Khoerunisa, A. (2022). Does Dynamic Capability Can Foster Innovation Performance on Viral Marketing? Case Study in Creative Industry. Asia Pacific International Conference.
Hutama, K. Y., & Ekawati, N. W. (2020). The Influence of Price Fairness and Corporate Image on Customer Loyalty towards Trust. American Journal of Humanities and Social Sciences Research, 8, 209–214. www.ajhssr.com
IDC. (2024). IDC: Pasar Ponsel Pintar Indonesia Memulai Tahun dengan Pertumbuhan Kuat Sebesar 27,4% di Q1 2024. https://my.idc.com/getdoc.jsp?containerId=prAP52141324
Isdayanti, D. H. (2022). Pengaruh Keragaman Produk, Persepsi Harga, Dan Fasilitas Terhadap Keputusan Pembelian (Survei Pada Konsumen Toserba Griya Ciawi Tasikmalaya). J-CEKI : Jurnal Cendekia Ilmiah, Vol.1.
Junaedi, A. T., Wijaya, E., Santoso, P. H., & Chandra, S. (2022). Improving Customer Loyalty Wardah Brand Through Brand Image and Price Fairness: Customer Satisfaction As An Intervening Variable. Jurnal Aplikasi Manajemen, 20(2). https://doi.org/10.21776/ub.jam.2022.020.02.14
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Konuk, F. A. (2021). The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102698
Malebra, I., Farouk, U., Rini, N., Adminsitrasi, J., & Polines, B. (2025). Liability and Responsibility for Misuse of Digital Technology by Start-Up Companies in Legal Actions to the Public Case Study of Toko Pedia Semarang Region. Admisi Dan Bisnis, 26. https://jurnal.polines.ac.id/index.php/admisi
Maulana, Y. S., & Marista, M. (2021). The Effect of Brand Image and Brand Trust on Oppo Cellphones Purchasing Decisions In Banjar City. Jurnal Manajemen Bisnis, 2.
Nemoto, T., & Beglar, D. (2013). Developing Likert-Scale Questionnaires Campus Reference Data. JALT Conference Proceedings.
Oktandani, N. A., & Sholahuddin, M. (2023). Covid-19 Pandemic: The Impact of Product Diversity, Price, Word of Mouth, and Purchase Intention on Impulse Buying Tendency. Jurnal Informatika Ekonomi Bisnis, 514–521. https://doi.org/10.37034/infeb.v5i2.253
Oktaviari, K. G., Gama, A. W. S., & Kusuma, I. G. A. E. T. (2023). The Mediating Role of Purchase Intention on the Effect of Product Quality and Price Fairness on Purchasing Decisions. Jurnal Ilmiah Akuntansi, 8(2), 366–378. https://doi.org/10.23887/jia.v8i2.66966
Peter, J. P., & Olson, Jerry. C. (2013). Perilaku Konsumen dan Strategi Pemasaran. Salemba Empat.
Pratiwi, M. I., Utami, H., Saleh, K., & Prasetya, B. (2025). Study of Customer Loyalty Through Brand Trust and Service Quality with Intervening Variables of Customer Satisfaction at Meatlovers. Admisi Dan Bisnis, 26. https://jurnal.polines.ac.id/index.php/admisi
Putry, M. W., Hardini, R., Digdowiseiso, K., & Wan Norhayati, M. (2024). The Influence of Brand Image, Brand Trust, and Advertising on the Purchase Decision of Wardah Cosmetic Products in Lima Plaza in South Jakarta. Journal of Social Science, 05(5), 2.
Ramandha, S., Astuti, R. D., Jati Nugroho, & Widyanti, D. V. (2023). Pengaruh Brand Trust dan Service Quality Terhadap Keputusan Pembelian Produk Mulia Ultimate Pada PT Pegadaian Cabang Purworejo. Jurnal Bisnis Mahasiswa, 3(4), 381–393. https://doi.org/10.60036/jbm.v3i4.art8
Rivaldi, D., Adinugroho, I., Suharlina, S., & Mamuju, U. M. (2023). Enhancing Purchase Decisions In UD. Mandiri Topore Building Store, Mamuju District: The Impact Of Product Diversity And Brand Trust. Jurnal Ekonomi, 12, 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Schiffman, L. G., & Kanuk, L. L. (2017). Perilaku Konsumen (Zoelkifli). PT Indeks.
Simbolon, F. P., Handayani, E. R., & Nugraedy, M. (2020). The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car. Binus Business Review, 11(3), 187–196. https://doi.org/10.21512/bbr.v11i3.6420
Sindo News. (2024). Ada 7,2 Miliar Pengguna Smartphone di Seluruh Dunia, Indonesia Nomor 4 Terbesar.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Sutopo, Ed.; 2nd ed.). Alfabeta.
Togar, A., Al Hakim, Y. R., Habib Al Togar, M., & Rahman Al Hakim, Y. (2022). The Effect of Price Perception, Product Diversity, Service Quality and Store Image on Purchase Intention in Bread Products. Journal of Marketing and Business Research, 2(1), 2807–9175. https://doi.org/10.56348/mark.v2i1.42
Top Brand Award. (2024). Komparasi Brand Index. https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=10&id_subkategori=166
Widiastiti, N. M. G., Yasa, N. N. K., & Rahanata, G. B. (2020). The Role of Brand Image In Mediating The Relationship of Product Quality And Price Fairness With Purchase Decision (A Case Study of the IPhone Product in Denpasar City). In SSRG International Journal of Economics and Management Studies (SSRG-IJEMS) (Vol. 7). www.internationaljournalssrg.org
Published
2025-09-09
How to Cite
Anggoro, E., Karnowahadi, & Irin Mirrah Luthfia. (2025). The Role of Product Diversity, Brand Trust, and Price Fairness in Influencing Xiaomi Smartphone Purchasing Decisions. International Journal of Economics, Business and Innovation Research, 4(05), 408-423. https://doi.org/10.63922/ijebir.v4i05.2260
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