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Kuni Maghfiroh
Universitas Muria Kudus, Kudus
Economics, Econometrics & Finance

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Pengaruh Harga, Kualitas Produk dan Word Of Mouth terhadap Kepuasan Konsumen serta Implikasinya pada Keputusan Pembelian Smartphone Xiaomi Kuni Maghfiroh
Business Management Analysis Journal (BMAJ) Vol 2, No 2 (2019): Business Management Analysis Journal (BMAJ)
Publisher : Universitas Muria Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24176/bmaj.v2i2.4075

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.
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