PENGARUH IKLAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK SEBAGAI VARIABEL MEDIASI PADA PENGGUNA SMARTPHONE XIAOMI

This study was conducted to examine and analyze the effect of advertising and product quality on purchase decisions with brand image as a mediating variable. This research uses a quantitative method. The data collection technique used in this study was a questionnaire. A sample of 180 respondents was selected using accidental sampling. The mediation regression analysis technique was applied. Based on the research results and discussion, it can be concluded that: Advertising has a positive and partial effect on purchase decisions among Xiaomi smartphone users, Product quality has a positive and partial effect on purchase decisions among Xiaomi smartphone users, Brand image has a negative and partial effect on purchase decisions among Xiaomi smartphone users, Advertising has a positive and partial effect on brand image among Xiaomi smartphone users, Product quality has a positive and partial effect on brand image among Xiaomi smartphone users, Advertising has a negative effect on purchase decisions mediated by brand image among Xiaomi smartphone users, Product quality has a negative effect on purchase decisions mediated by brand image among Xiaomi smartphone users, Advertising has a dominant effect on purchase decisions among Xiaomi smartphone users, and Product quality has a dominant effect on brand image among Xiaomi smartphone users.