Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Penggunaan Smartphone Xiaomi Sebagai Daily Driver Oleh Mahasiswa ITB Widya Gama Lumajang

Abstract

Consumer behavior is the study of how groups, individuals, and organizations choose, buy, use, and how ideas, services / experiences to satisfy customer wants and needs. This study aims to determine the influence of price and product quality on the decision to buy Xiaomi smartphones by ITB Widya Gama Lumajang studenst. Furthermore, to find out which variables influence the decision to buy Xiaomi smartphones by ITB WidyaGama Lumajang students. The type of research in this study is  quantitative research. The data obtained by management A students in the final semester of ITB Widya Gama Lumajang, especially those who use Xiaomi smartphones. In the determination of the sample using the technique of saturated samples, with a total of 48 respondents and analyzed using multiple linear regression analysis. The test results in this study show that the price variable does not affect the decision to buy Xiaomi smartphones by ITB widya Gama Lumajang students, while the product quality variables have a significant effect on the decision to buy Xiaomi smartphones by ITB widya Gama Lumajang students