<![CDATA[In phenomena that varying levels of consumer satisfaction and dissatisfaction have made competition in the smartphone market increasingly intense. This competition can be seen in terms of price, innovation, and the smartphone products themselves. Several smartphone brands have emerged, each with its own advantages. Xiaomi smartphones, which have typically been a popular choice among the public, are now facing many competitors. As a result, a problem has arisen in which Xiaomi smartphones face numerous competitors with various strengths, meaning that Xiaomi smartphones are not always in a leading position. This research was conducted using a quantitative method. The primary data source was obtained through the distribution of questionnaires, with a sample of 98 respondents consisting of Xiaomi smartphone users from the Management Study Program, Faculty of Economics, University of Semarang. This study is also supported by secondary data, including classical assumption tests, multiple linear regression analysis, and the coefficient of determination (R²), using SPSS for Windows version 26 for data processing. The results of this study indicate that price does not have a significant effect on purchase decisions. Innovation and product quality have a significant effect on purchase decisions. Therefore, based on these factors, this study provides several recommendations for Xiaomi smartphone company management to improve innovation and product quality so that Xiaomi smartphones can better compete with other smartphone brands]]>
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