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This purpose of this study is to analyze the effect of motive, product quality, price perception and brand image toward buying decision process of Samsung smartphone. The population in this study were consumers who made a purchasing of Samsung smartphone in Semarang, Indonesia. The number of samples studied were as many as 100 people were selected as respondents using convenience sampling technique. Data collection methods used in this study was questionnaire filled out by respondents. The analysis method used in this study was multiple linear regression to examine the effect of motive, product quality and price perception toward buying decision process. The finding of this research showed that as partially motive, product quality, and price perception had a positive and significant effect toward buying decisions process, while brand image had no effect. Brand image had no effect toward buying decisions process, it indicates that respondents have a big reliance and good image to Samsung's smartphone so that they are not influenced by brand image in making buying decision process. It is become an interesting finding to test for the future research. Keywords—motive; product qualityl; price perception; brand image; buying decision process

The Effect of Motive, Product Quality, Price Perception and Brand Image toward Buying Decision Process