PENGARUH KUALITAS PRODUK, BRAND TRUST, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI

Abstract

The research aimed to find out the effect of product quality, brand trust, and price on the buying decision of Xiaomi smartphone. The research was quatitative with comparative-causak as its approach. While, the population was students of STIESIA Surabaya which used Xiaomi smartphone. Moreover, the data were primary. Furthermore, the data collection technique used simple random sampling. In line with, there were 100 respondents as sample. In addition, the data analysis technique used multiple linear regression and t-test with IBM SPSS Statistics. From the hypothesis test result, it concluded product quality had significant effect on the buying decision of Xiaomi smartphone. Likewise, brand trust had significant effect on the buying decision of Xiaomi smartphone. As well as product quality and brand trust, price had significant effect on the buying decision of Xiaomi smartphone. In brief, product quakity, brand trust, and price bad collectively significant effect on the buying decision of Xiaomi smartphone.
Keywords: product quality, brand trust, price, buying decision