FACTOR AFFECTING TOWARDS CUSTOMER’S PURCHASE INTENTION OF XIAOMI’S SMART HOME PRODUCTS

Abstract

An enterprise's survival and competitive advantage in the Chinese mobile phone industry depend on its client base's brand happiness. Thus, increasing brand loyalty and repurchase intention is the greatest method to build a powerful brand. Based on how the 7Ps marketing mix and STP theory impact customers' repurchase intention for mobile phone brands, this research proposes a methodology for examining relationship aspects.This research uses empirical analysis to statistically assess the two hypotheses that 7Ps marketing mix and STP theory affect customer repurchase intention. This study examines Chinese customers.The questionnaire scale in this research is reliable, according to data analysis. Regression study confirmed that both 7Ps marketing mix and STP theory positively impact customers' repurchase intention (p<0.001), supporting the validity of both research hypotheses.The research objectives of this paper is, 1. To study the effect of Segmentation Targeting Positioning (STP) to customers' purchase intention.2.To study the effect of 7Ps marketing to customers' purchase intention. The research question to be addressed is, 1. What is the effect of Segmentation, Targeting, and Positioning (STP) on customers' purchase intention? 2. What is the effect of the 7Ps marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) on customers' purchase intention?