PENGARUH HARGA, KUALITAS PRODUK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA XIAOMI SMARTPHONE

Abstract

This research is aimed to find out the influence of price, product quality, and word of mouth to the purchasing
decision of Xiaomi Smartphone. The population is all students of Indonesia School of Economics (STIESIA)
Surabaya who have ever purchased product of Xiaomi Smartphone. The sample collection technique has been
done by using non probability sampling and 100 respondents have been obtained as samples. The analysis
technique has been carried out by using multiple linear regressions analysis. The result of this research which
based on the coefficient determination analysis is 0.478. It means that 47.8% the variable of purchasing decision
has been influenced by the independent variables i.e. price, product quality, and word of mouth. The influence of
these three variables are significant and it is shown by the significance value of F (0,000) < α =0.05, the
remaining is 52.2% which means that the variable of purchasing decision has been influenced by other variable
which is not included in this research model. The result of the test which has been done by using F test shows
that the independent variable which consist of price, product quality, and word of mouth simultaneously give
significant influence to the purchasing decision. Furthermore, the result of the t test shows that partially price,
product quality, and word of mouth give significant and positive influence to the purchasing decision.
Keywords: price, product quality, word of mouth, purchasing decision, and xiaomi Smartphone