<![CDATA[The main problem of this research is: 1) To determine the effect of price on purchasing decisions. 2) To determine the effect of product quality on purchasing decisions. 3) To determine the effect of price and product quality on purchasing decisions through country of origin. This study employs a quantitative approach with an associative research design. The data source used in this research is primary data collected through questionnaires, with a total sample of 160 respondents who are Samsung smartphone users. The data were processed using SmartPLS (Partial Least Square) version 4.1.0.9. The findings of this study reveal that price has a positive and significant effect on purchasing decisions through country of origin. Product quality also has a positive and significant effect on purchasing decisions through country of origin. The implications of this research are: 1) Price has a positive and significant effect on purchasing decisions for Samsung smartphones. 2) Product quality has a positive and significant effect on purchasing decisions for Samsung smartphones. 3) Country of origin plays an important moderating role in the relationship between price and product quality with purchasing decisions. Keywords: Price, Product Quality, Purchase Decision, and Country of Origin]]>
Copyrights © 2026
