DAMPAK KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI KEPUASAN KONSUMEN SMARTPHONE XIAOMI (STUDI PADA PENGGUNA SMARTPHONE KECAMATAN MALO BOJONEGORO)

Safi’i, Achmad (2021) DAMPAK KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI KEPUASAN KONSUMEN SMARTPHONE XIAOMI (STUDI PADA PENGGUNA SMARTPHONE KECAMATAN MALO BOJONEGORO). EDUTAMA, - (-). -. ISSN 2548-281X (Unpublished)

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Abstract

Safii, Achmad, 2021. The Impact of Product Quality and Price on Purchase Decisions Mediated by Xiaomi Smartphone Consumer Satisfaction (Study on Smartphone Users in Malo Bojonegoro District). Thesis, Economic Education Study Program, Faculty of Social Sciences, IKIP PGRI Bojonegoro, Supervisor (I) Dr. M. Zainudin. M.Pd. (II) Ali Mujahidin, S.Pd.,M.M. Competition in the business world is getting tighter making entrepreneurs look for the right strategy to market their products. Every business person in each business category is required to have sensitivity to any changes that occur and to place orientation to customer satisfaction as the main objective. This research aims to find out and analyze the impact of product quality on purchasing decisions by mediated by customer satisfaction. This study used questionnaire instruments using measurement scales to obtain quantitative data. The scale used is a likert scale that can be interpreted as a measurement. The likert scale shows how strongly the subject is response, whether agreeing or disagreeing. The results showed that the hypotheses on which the object of this study was proven. Respondents who answered the questionnaire from the researchers showed a strong percentage leading to agreed option. Therefore, it can be concluded that the purchase decision has a relationship with the quality of the product, consumer satisfaction and price. Keywords: Purchase Decision, Consumer Satisfaction, Smartphone

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