PENGARUH CITRA MEREK, CONTENT MARKETING, DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI DI KOTA PEKANBARU

Abstract

The smartphone industry continues to experience rapid growth, resulting in increasingly intense competition among brands, including Xiaomi, which must compete with various other companies. In this competitive landscape, marketing strategies play a crucial role in influencing consumers' purchasing decisions. This study aims to examine the impact of brand image, content marketing, and sales promotion on consumer purchasing decisions regarding Xiaomi smartphones in Pekanbaru City. A quantitative approach was employed using purposive sampling, targeting respondents who are Xiaomi smartphone users residing in Pekanbaru. Data were collected through both online and offline questionnaire distribution and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics version 25. The findings indicate that brand image, content marketing, and sales promotion have a positive and significant effect on consumer purchasing decisions. The implications of this research can serve as a reference for Xiaomi in formulating more effective marketing strategies by focusing on strengthening brand image, managing engaging and relevant content marketing, and optimizing sales promotions to attract potential buyers.