<mets:mets OBJID="eprint_11056" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-08-10T06:37:19Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Pakuan</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_11056_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>PENGARUH KUALITAS PRODUK DAN CITRA &#13;
MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI &#13;
PADA: MAHASISWA FEB UNIVERSITAS PAKUAN ANGKATAN 2021-2023</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Nanda</mods:namePart><mods:namePart type="family">Albiansyah</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:name type="personal"><mods:namePart type="given">Salmah</mods:namePart><mods:namePart type="family">Salmah</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:name type="personal"><mods:namePart type="given">Eka</mods:namePart><mods:namePart type="family">Patra</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Nanda Albiansyah. 021121457. PENGARUH KUALITAS PRODUK DAN CITRA &#13;
MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI &#13;
PADA: MAHASISWA FEB UNIVERSITAS PAKUAN ANGKATAN 2021-2023 &#13;
SALMAH dan EKA PATRA. 2026. &#13;
Perkembangan teknologi dan persaingan industri smartphone yang semakin dinamis &#13;
menuntut perusahaan untuk menghadirkan produk berkualitas serta membangun citra &#13;
merek yang kuat guna menarik minat konsumen. Xiaomi merupakan salah satu merek&#13;
yang populer di Indonesia karena dikenal memiliki kualitas produk yang kompetitif &#13;
dan citra merek yang positif di mata pengguna. Penelitian ini bertujuan untuk &#13;
menganalisis pengaruh kualitas produk dan citra merek terhadap keputusan pembelian &#13;
smartphone Xiaomi. &#13;
Metode penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian &#13;
asosiatif. Data dikumpulkan melalui penyebaran kuesioner kepada 100 responden &#13;
pengguna smartphone Xiaomi. Teknik analisis yang digunakan meliputi uji validitas, &#13;
reliabilitas, uji asumsi klasik, regresi linier berganda, uji t, uji F, serta koefisien &#13;
determinasi (R²). &#13;
Hasil penelitian menunjukkan bahwa kualitas produk dan citra merek berpengaruh &#13;
positif dan signifikan terhadap keputusan pembelian smartphone Xiaomi. Nilai &#13;
koefisien determinasi (R²) sebesar 0,835 mengindikasikan bahwa kedua variabel &#13;
independen tersebut mampu menjelaskan keputusan pembelian sebesar 83,5%, &#13;
sedangkan sisanya 16,5% dipengaruhi oleh faktor lain yang tidak diteliti. Temuan ini &#13;
menegaskan bahwa semakin baik kualitas produk dan semakin kuat citra merek yang &#13;
terbentuk, maka semakin tinggi kecenderungan konsumen untuk melakukan pembelian &#13;
smartphone Xiaomi.&#13;
Kata kunci: kualitas produk, citra merek, keputusan pembelian, Xiaomi.</mods:abstract><mods:classification authority="lcc">Manajemen pemasaran</mods:classification><mods:classification authority="lcc">Manajemen</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2025-12-22</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas Pakuan;Program Studi Manajemen</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_11056"><mets:rightsMD ID="rights_eprint_11056_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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