Pengaruh Kualitas Produk, Inovasi Produk dan Harga Terhadap Keputusan Pembelian Smartphone Xiaomi pada Pelanggan Xiaomi Store Plaza Medan Fair

Abstract

The development of the modern world and globalization today demands that communication be a very important thing for all levels of society. The more brands circulating in the Indonesian market, the more choices consumers have in buying smartphones, and market share growth makes it more competitive with competitors offering more value to consumers. The purpose of this study is to analyze the influence of product quality, product innovation, and price on the decision to purchase Xiaomi smartphones at the Xiaomi Store Plaza Medan Fair. The type of research is quantitative. The population in this study consists of consumers who purchased Xiaomi smartphones at the Xiaomi Store Plaza Medan Fair, totaling 473 individuals. In this study, the sample was selected using non probability sampling with the accidental sampling technique, resulting in a sample size of 100 respondents. Data collection techniques in this study involved observation and the distribution of questionnaires. Data analysis techniques use validity, reliability and classical assumption tests. The data analysis method uses multiple linear regression with the help of the SPSS program. The results of this study state simultaneously and partially show that poduct quality, product innovation and price have a positive and significant effect on Xiaomi Smartphone purchasing decisions at Xiaomi Store Plaza Medan Fair Customers. The adjusted coefficient of determination (R Square) value is 0.537, this means that 53.7% of the dependent variable can be explained by the independent variable, while the rest is explained by other variables outside the variables studied.