THE INFLUENCE OF SOCIAL MEDIA, BRAND AMBASSADOR, AND BRAND IMAGE TOWARD XIAOMI SMARTPHONE PURCHASE DECISION (STUDY CASE IN INDONESIA)

Abstract

A smartphone is a mandatory tool for every activity in this era. This study will explain what factors affect the purchase decision of Xiaomi smartphones in Indonesia. The variables of this study include social media, brand ambassadors, and brand image as independent variables and the dependent variable is Purchase Decision. With the hypothesis that Social Media have a significant Influence on Xiaomi Smartphone Purchase decisions, Brand Ambassadors have a significant Influence on Xiaomi Smartphone Purchase decisions, Brand images have a significant Influence on Xiaomi Smartphone Purchase Decisions, and Social Media, Brand Ambassador, and Brand images have significant Influence on Xiaomi Smartphone Purchase decisions. This research using quantitative method and SPSS 25 with 136 respondents. The results of this study shown that social media, brand ambassador and brand image have significant influece to customer Purchase Decision of Xiaomi Smarthpone in Indonesia.