Pengaruh Harga, Kualitas Produk Dan Word of Mouth Terhadap Kepuasan Konsumen Serta Implikasinya Pada Keputusan Pembelian Smartphone Xiaomi
Year: 2019
Type: article
Study design: Observational Study
Abstract: 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.
Author: Kuni Maghfiroh
Institution: Muria Kudus University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3002739722