PENGARUH HARGA, KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP KEPUASAN KONSUMEN SERTA IMPLIKASINYA PADA KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI | Zendy

Kuni Maghfiroh | Zendy

Open Access

PENGARUH HARGA, KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP KEPUASAN KONSUMEN SERTA IMPLIKASINYA PADA KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI

Author(s) -

Kuni Maghfiroh

Publication year - 2019

Publication title -

business management analysis journal (bmaj)

Language(s) - English

Resource type - Journals

eISSN - 2655-3813

pISSN - 2623-0690

DOI - 10.24176/bmaj.v2i2.4075

Subject(s) - purchasing , nonprobability sampling , product (mathematics) , customer satisfaction , advertising , word of mouth , business , business administration , purchasing decision , psychology , marketing , mathematics , medicine , population , geometry , environmental health

This study aims to analyze the effect of price, product quality, and word of mouth on consumer satisfaction and its impulse on the decision of purchasing a Xiaomi smartphone at. Data collection using questioners. The sample consisted of 160 respondents taken by purposive sampling method. The results of this test indicate that price has a negative and not significant effect on customer satisfaction, product quality has a positive and significant effect on customer satisfaction, word of mouth has a positive and significant effect on customer satisfaction, the price has a negative and not significant effect on the purchase decision, product quality has a positive and significant effect on purchasing decisions, word of mouth has a negative and not significant effect on purchasing decisions, customer satisfaction has a positive and significant effect on purchasing decisions. The most dominant variable or one that has the most influence is consumer satisfaction and product quality.

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