Analysis of Product Features, Discounts, and Online Customer Reviews on Xiaomi Smartphone Purchasing Decisions in the Marketplace
Analisis Fitur Produk, Potongan Harga, Dan Ulasan Pelanggan Online Terhadap Keputusan Pembelian Smartphone Xiaomi di Marketplace
DOI:
https://doi.org/10.21070/ups.1088Keywords:
Buying Decision, Product Features, Discounts, Online Customer ReviewsAbstract
This research was conducted to determine the effect of product features, price discounts and online customer reviews on Xiaomi smartphone purchasing decisions on the Marketplace. This research is quantitative with the population in this study, namely the people of Sidoarjo. The sampling technique is non-probability sampling and obtained as many as 100 respondents. The sampling technique taken was purposive sampling. The data analysis technique used is descriptive analysis with the help of SmartPLS version 3.0 software. The results of the study show that product features partially have a positive and significant effect on Xiaomi smartphone purchasing decisions in the marketplace. Partial price discounts have a positive and significant impact on purchasing decisions for Xiaomi smartphones in the marketplace. Online customer reviews partially have a positive and significant effect on Xiaomi smartphone purchasing decisions in the marketplace.
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