Open AccessPENGARUH 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
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.