<![CDATA[The purpose of this study was to determine the effect of perceived value, brand awareness, perceived quality on purchasing decisions for Xiaomi smartphones to students at the Muhammadiyah University of Jember. The source of the data used in this study was the distribution of questionnaires to students at the Muhammadiyah University of Jember who used Xiaomi smartphones as many as 120 respondents. The sampling technique is based on a proportional random sampling technique where samples are taken from members of the population using a random method without regard to the strata in a particular population. The data analysis technique used is descriptive statistical test, data instrument test (validity test, reliability test), classical assumption test (normality test, multicollinearity, heteroscedasticity test), multiple linear regression analysis and hypothesis testing (t test, coefficient of determination). multiple linear regression using t test which states that there is a significant effect of perceived value, brand awareness, perceived quality of purchasing decisions.]]>
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