PENGARUH BAURAN PEMASARAN DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI (STUDI KASUS PADA MAHASISWA FEB UNIVERSITAS KRISTEN INDONESIA)

Tuharea, Sarip (2023) PENGARUH BAURAN PEMASARAN DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI (STUDI KASUS PADA MAHASISWA FEB UNIVERSITAS KRISTEN INDONESIA). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Meskipun perangkat Xiaomi baru beredar di pasaran dalam waktu singkat, penjualannya telah meroket sejak debutnya pada tahun 2012, dan ponsel pintar perusahaan ini saat ini termasuk yang terlaris di dunia. Jadi, tidak mengherankan jika para akademisi penasaran tentang hubungan antara elemen bauran pemasaran dan pembelian ponsel pintar Xiaomi. Sebanyak 48 peserta mengisi kuesioner untuk penelitian kuantitatif ini. Hubungan antara keputusan pembelian ponsel pintar Xiaomi dan faktor bauran pemasaran berupa produk, harga, distributor, dan promosi ditemukan melalui uji Spearman. Pilihan untuk membeli ponsel pintar Xiaomi paling kuat berkorelasi dengan iklan, di antara semua elemen bauran pemasaran. Produk, harga, distributor, dan pemasaran semuanya berperan dalam keputusan pembelian akhir konsumen; temuan studi ini dapat berfungsi sebagai pedoman teoritis dan praktis untuk meningkatkan proses ini.Kata Kunci : Pengaruh Bauran, Pemasaran, Smartphone Xiaomi/ While Xiaomi devices have only been on the market for a short time, their sales have skyrocketed since their 2012 debut, and the company's smartphones are currently among the best-selling in the world. So, it's no surprise that academics are curious about the connection between marketing mix elements and the buy-in of Xiaomi smartphones. A total of 48 participants filled out questionnaires for this quantitative investigation. A link between Xiaomi smartphone purchase decisions and the marketing mix factors of product, price, distributor, and promotion was found via the Spearman test. The choice to buy a Xiaomi smartphone is most strongly correlated with advertising, out of all the marketing mix elements. Product, pricing, distributor, and marketing all have a role in consumers' final purchase decisions; this study's findings can serve as both theoretical and practical guidelines for improving this process. Keywords: Mix influnce, marketing,smarrphon, xiomi

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