INFLUENCES OF MARKETING MIX AND BRAND EQUITY ON CUSTOMER’S PURCHASE DECISIONS FOR HUAWEI SMARTPHONES IN BEIJING, CHINA

Abstract

This research aims at study the influence of marketing mix factors and brand equity on customers' purchase decisions of Huawei smartphones in Beijing, China. The study included 260 participants, and data was collected through a convenience sampling method. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both marketing mix and brand equity significantly influence customers' purchase decisions for Huawei smartphones in Beijing, China, with statistical significance at the .000 level and a predictive power of 68.4%.