PENGARUH KUALITAS PRODUK DAN KEWAJARAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SMARTPHONE XIAOMI DI KOTA MALANG

This study aims to determine the effect of product quality and price fairness on purchasing decisions on Xiaomi smartphones in Malang City. This study is a quantitative study with an explanatory research approach. Using data from questionnaire results with non-probability sampling techniques with the Convenience Sampling method with a total sample of 160 respondents. The analysis method used is IBM SPSS Statistics 21. The results of SPSS processing show that product quality has a positive and significant effect on purchasing decisions. Price fairness has a positive and significant effect on purchasing decisions. And price fairness has a more dominant influence than product quality on purchasing decisions.