The Effect of Product Quality, Price, Brand, Promotion on Smartphone Purchasing Decisions
Pengaruh Kualitas Produk, Harga, Merek, Promosi terhadap Keputusan Pembelian Smartphone
DOI:
https://doi.org/10.21070/ups.2464Keywords:
Product Quality, Price, Brand, Promotion, Structural Equation ModelingAbstract
Today's students have easy access to information through various media, both directly and indirectly. This study aims to determine the relationship between factors, namely product quality, price, brand, and promotion in smartphone purchasing decisions for Umsida students. The method used is quantitative using a survey which has 140 respondents using convenience sampling techniques and questionnaires are the main data. The analysis of this study uses the SEM (Structural Equation Modeling) method. The results of this study indicate that product quality has no effect on purchasing decision variables with a p value of 0.542. the price variable has no influence on the purchase decision variable with a p value of 0.811. The promotion variable has an effect on the decision variable with a p value of 0.001. And the brand variable has an effect on the purchasing decision variable with a p value of 0.001.
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