<![CDATA[This study aims to determine the influence of product quality and price perception on Samsung smartphone purchase decisions in students of the Faculty of Economics, State University of Medan. This study uses a quantitative method with a sample of 102 respondents selected using purposive sampling techniques. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t tests), simultaneous tests (F tests), and determination coefficients (R²) with the help of the SPSS program. The results showed that partially product quality did not have a significant effect on the purchase decision of Samsung smartphones with a calculated t value of 1.827 smaller than a table t of 1.984 and a significance value of 0.071 greater than 0.05. Price perception has a positive and significant effect on purchase decisions with a calculated t value of 4.223 greater than the table t of 1.984 and a significance value of 0.000 smaller than 0.05. Simultaneously, product quality and price perception had a significant effect on purchase decisions with an F value of 36.883 greater than the F of the table of 2.70 and a significance value of 0.000 smaller than 0.05. A determination coefficient value (R²) of 0.432 showed that product quality and price perception were able to explain the purchase decision by 43.2%, while the remaining 56.8% were influenced by other factors outside the study.]]>
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