THE EFFECT OF PERCEIVED BENEFIT, BRAND PRIDE, ATTITUDE TOWARD BRAND, AND PURCHASE BRAND INTENTION ON XIAOMI SMARTPHONE IN INDONESIA
- Prosiding Internasional
- Asep Saepuloh, Hilman Rismanto, Deri Alan Kurnia, Hedi Cupiadi
- Proceedings: The 1st International Conference on Business, Accounting, Supply Chain, and Logistics, November 21-22, 2019. ISSN: 2715-6915
Abstrak
Current market conditions see that many emerging brands offered to become choices for consumers as the identity of a product. The brand has great power to attract consumers so that alternative evaluation processes emerge as the basis of interest in purchasing goods and services. The purpose of this study was to analyze the effect of perceived brand benefits and pride on brand attitudes further brand attitudes toward brand purchase interest. The research method used is a quantitative method with the type of survey. The author collected data through making instruments in the form of a questionnaire distributed to 125 respondents as a sample of all members of the population. The instruments made were tested through validity and reliability testing. The data analysis technique used in this study is the structure of the equation model to test and prove hypotheses. The results showed that partial perception of the benefits and pride of the brand had a significant effect on brand attitude then brand attitude significantly influenced brand purchase interest in the Xiaomi brand smartphone. Keywords: Perceived Benefit, brand pride, attitude toward brand, and Purchase brand intention
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