Determination Of Brand Image, Word Of Mouth, After Sales Service, And Price On Consumer Buying Interest Of Xiaomi Products In Medan City

Michael Dage Tamura Sembiring; Mika Rositi Sianipar; Acai Sudirman

doi:10.63922/ijebir.v5i03.3351

Michael Dage Tamura Sembiring PUI PT Digital Business and SMEs, Universitas Prima Indonesia
Mika Rositi Sianipar PUI PT Digital Business and SMEs, Universitas Prima Indonesia
Acai Sudirman Faculty of Economics, Prima Indonesia University

DOI: https://doi.org/10.63922/ijebir.v5i03.3351

Keywords: Brand Image, Word of Mouth, After Sales Service, Price, Purchase Interest

Abstract

Development technology in the modern era has make product technology as part important in life everyday , supported by competition strict various global brands in Indonesia such as Samsung, Apple, Vivo, Oppo, Huawei, and Xiaomi which offer each has its own advantages . Xiaomi is here with pricing strategy affordable and innovative product , but face challenge in maintain image brand , loyalty consumers , as well as face tight competition . Based on sales data , Xiaomi has sufficient market share Good However Not yet capable dominate compared to competitors such as OPPO and Samsung. In Medan City, interest buy towards Xiaomi is influenced by its image brands that have not been considered premium, the influence of word of mouth is not always positive , limitations service full sell , and changes in pricing strategy . Population research that will be used in study is all over public Medan city users Xiaomi products in number No known in a way sure . Because the population No known , then technique taking samples used is formula Lemeshow . For sampling techniques used namely accidental sampling so that obtained as many as 96 samples . The conclusions that can be drawn taken from results study This is that image brand , word of mouth, after sales service, and price in a way each partial has an effect significant to interest buy customer Xiaomi products in Medan City. In addition , the four variables the in a way simultaneous also has an effect significant to interest buy customer Xiaomi products in Medan City. With thus , it can concluded that combination factor image brand , word of mouth, after sales service, and price own role important in influence decision interest buy consumer to Xiaomi products .

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