The contribution of brand awareness, brand loyalty, social media promotion, and electronic word of mouth to consumer purchase intentions for Xiaomi Midrange smartphone products in Jakarta

Abstrak

This study aims to analyze the contribution of brand awareness, brand loyalty, social media promotion, and electronic word of mouth (eWOM) to consumer purchase intentions for Xiaomi mid-range smartphones in Jakarta. This research is driven by intense competition in the mid-range segment, which requires companies to understand the psychological and digital factors influencing consumer decisions. A quantitative method was employed, utilizing multiple linear regression analysis via IBM SPSS Statistics 25. Primary data were collected through Google Forms distributed to 155 respondents who are Xiaomi smartphone users in Jakarta, selected based on purposive sampling criteria to ensure a representative urban population. The results partially indicate that all four independent variables, brand awareness, brand loyalty, social media promotion, and eWOM, have a positive and significant influence on consumer purchase intentions. Simultaneously, statistical tests demonstrate that the combination of strong brand awareness, brand loyalty, effective digital promotion strategies, and positive peer reviews collectively contributes significantly to increasing purchase intentions for Xiaomi products. These findings underscore the necessity of strengthening brand equity and managing digital communications to sustain competitiveness in the highly competitive smartphone market.

Kata kunci

• Brand Awareness
• Brand Loyalty
• EWOM
• xiaomi