Pengaruh value proposition, digital marketing, dan brand image terhadap Purchase Intention Smartphone Xiaomi: Studi pada mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Sunan Gunung Djati Bandung

Gumilar, Dimas Mulya (2025) Pengaruh value proposition, digital marketing, dan brand image terhadap Purchase Intention Smartphone Xiaomi: Studi pada mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Sunan Gunung Djati Bandung. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

Preview	Text Skripsi hal 1 cover.pdf Download (161kB) | Preview
Preview	Text abstrak skripsi.pdf Download (236kB) | Preview
Preview	Text Surat Keterangan Bebas Plagiasi__Dimas Mulya G__skripsi.pdf Download (229kB) | Preview
Preview	Text Daftar isi Skripsi.pdf Download (188kB) | Preview
Preview	Text BAB 1 skripsi.pdf Download (298kB) | Preview
	Text bab 2 skripsi.pdf Restricted to Registered users only Download (498kB) | Request a copy
	Text Skripsi bab 3.pdf Restricted to Registered users only Download (417kB) | Request a copy
	Text skripsi bab 4.pdf Restricted to Registered users only Download (660kB) | Request a copy
	Text Skirpsi bab 5.pdf Restricted to Registered users only Download (210kB) | Request a copy
	Text Daftar Pustaka Skripsi.pdf Restricted to Registered users only Download (212kB) | Request a copy
	Text lampiran skripsi.pdf Restricted to Repository staff only Download (1MB) | Request a copy

Abstract

INDONESIA: Perkembangan teknologi semakin pesat salah satu contohnya adalah smatphone. Saat ini persaingan di industri smartphone semakin ketat dikarnakan permintaan smartphone yang semakin meningkat. Di Indonesia sendiri pengguna smartphone paling tinggi di didominasi oleh anak muda terutama mahasiswa. Salah satu merek smartphone yang mengalami peningkatan minat pembelian dari tahun ke tahun di Indonesia adalah Xiaomi, dan selalu pada posisi 5 besar pertumbuhan pasar. Oleh karena itu, penting untuk dilakukan penelitian mengenai faktor apa saja yang meningkatkan minat pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh value proposition, digital marketing, dan brand image terhadap purchase intention khususnya di kalangan mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Bandung. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Sumber data berasal dari data primer dan data sekunder. Populasi Data mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Bandung dan sampel dikumpulkan melalui kuesioner terhadap 96 responden yang dipilih menggunakan teknik purposive sampling. Teknik analisi data yang digunakan yaitu analisis statistik deskriptif, uji instrumen, analisis regresi linier berganda, uji hipotesis dan uji koefisien determinasi. Analisis data dilakukan dengan bantuan software SPSS versi 30. Berdasarkan hasil penelitian secara parsial value proposition tidak berpengaruh signifikan terhadap purchase intention, sedangkan digital marketing dan brand image berpengaruh signifikan terhadap purchase intention. Dan secara simultan value proposition, digital marketing dan brand image berpengaruh signifikan terhadap purchase intention. Nilai koefisien determinasi (R²) sebesar 36,9% menunjukkan tiga variabel mampu menjelaskan perubahan purchase intention, sementara sisanya dipengaruhi oleh faktor lain di luar model. Berdasarkan temuan ini, disarankan agar perusahaan, khususnya Xiaomi, memperkuat proposisi nilai produknya, mengoptimalkan strategi pemasaran digital yang tepat sasaran, serta menjaga citra merek yang positif di mata konsumen. Penelitian ini juga memberikan kontribusi terhadap pengembangan teori perilaku konsumen di era digital dan dapat dijadikan acuan bagi penelitian selanjutnya dengan memperluas cakupan objek dan menambah variabel lain yang relevan. ENGLISH: Technological advancements are progressing rapidly, with smartphones being a prime example. Currently, competition in the smartphone industry is intensifying due to the increasing demand for smartphones. In Indonesia, the highest number of smartphone users is dominated by young people, particularly students. One smartphone brand that has seen a steady increase in purchase interest year over year in Indonesia is Xiaomi, consistently ranking among the top five in market growth. Therefore, it is important to conduct research on the factors that influence purchasing interest. This study aims to investigate the influence of value proposition, digital marketing, and brand image on purchase intention, particularly among students at the Faculty of Economics and Islamic Business, UIN Bandung. This study employs a quantitative method with a descriptive and confirmatory approach. Data sources include primary and secondary data. The population consists of students from the Faculty of Islamic Economics and Business at UIN Bandung, and the sample was collected through a questionnaire administered to 96 respondents selected using purposive sampling. The data analysis techniques used include descriptive statistical analysis, instrument testing, multiple linear regression analysis, hypothesis testing, and determination coefficient testing. Data analysis was conducted using SPSS version 30 software. Based on the research results, the value proposition does not significantly influence purchase intention, while digital marketing and brand image significantly influence purchase intention. Simultaneously, the value proposition, digital marketing, and brand image significantly influence purchase intention. The coefficient of determination (R²) value of 36.9% indicates that the three variables can explain changes in purchase intention, while the remainder is influenced by factors outside the model. Based on these findings, it is recommended that companies, particularly Xiaomi, strengthen their product value propositions, optimize targeted digital marketing strategies, and maintain a positive brand image in the eyes of consumers. This study also contributes to the development of consumer behavior theory in the digital era and can serve as a reference for future research by expanding the scope of the subject and adding other relevant variables.

Actions (login required)

View Item