PROMOTION AND PRODUCT QUALITY IN DETERMINING PURCHASE DECISION SMARTPHONE XIAOMI
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Psychosocial Rehabilitation, Vol.24, Issue 02
Abstract
This study revealed a gap between the lack of promotion and poor quality of Xiaomi smartphone
products, but Xiaomi smartphone sales increased significantly from 3 percent to 25 percent in the Indonesian
market. This study aims to determine whether promotion and product quality affect purchasing decisions of Xiaomi
smartphones. The factors tested in this study were promotion and product quality as an independent variable, while
purchasing decisions as the dependent variable. The research method used is descriptive method, with data
collection techniques through observation and questionnaire distribution. The population of this research is
Widyatama students who use Xiaomi smartphones, the research sample is 150 respondents. Data analysis uses
multiple linear regression analysis at a significant level of 5 percent. The program used SPSS 25 and Lisrel 8.80.
The results showed two independent variables namely promotion and product quality did not significantly influence
the purchasing decisions of Widyatama students who used Xiaomi smartphones.
Description
Keywords
Promotion, Product Quality, Purchase Decision