PENGARUH CITRA MEREK, WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI DI KOTA BATAM

This study aims to examine the impact of brand image, word of mouth, and product quality on the purchasing decision of Xiaomi smartphones in Batam. The research methodology employed is quantitative, using a survey questionnaire as a data collection tool. The sample was selected using purposive sampling with a total of 100 respondents. Data processing was done using SPSS 30. Descriptive statistical analysis was used to describe the respondent characteristics, while multiple linear regression analysis was applied to test the relationships between the variables. Based on the t-test results, it was found that the brand image variable significantly influences purchasing decisions with a t-value of 2.779, exceeding the t-table value of 1.985. Word of mouth variable also significantly impacts purchasing decisions, with a t-value of 4.586, surpassing the t-table value of 1.985. Additionally, product quality variable has a significant effect on purchasing decisions with a t-value of 2.732, higher than the t-table value of 1.985.