PENGARUH BRAND IMAGE, BRAND TRUST DAN KEPUASAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN ULANG HANDPHONE XIAOMI DI KOTA MALANG

This study aims to determine the effect of brand image, brand trust, and consumer satisfaction on the decision to repurchase Xiaomi mobile phones in Malang City. The sample in this study were 100 respondents. The sampling technique used in this study was purposive sampling with the criteria of respondents being 17 years and over, respondents who had re-purchased xiaomi cell phones, and respondents who lived in the city of Malang. The analysis technique in this research is multiple linear regression analysis. The results of this study can be concluded that brand image, brand trust, and consumer satisfaction have a positive and significant effect on the decision to repurchase xiaomi cellphones in Malang City