PENGARUH PERSEPSI KUALITAS PRODUK, KESADARAN MEREK, FITUR PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PONSEL XIAOMI DI SURABAYA

The aim of the research was to examine the effect of perceived quality products, brand awareness, product features and price on decision to purchase Xiaomi phone in Surabaya. Samples were taken by the method of judgment sampling or purposive sampling, that involve of 100 people who used Xiaomi phone. The technique of collecting data is by using a questionnaire. All instrument for meassuring examined the validity and reliability, for analysis data is used multiple regression use to test the hypothesis. The results showed that the perceived quality products partially has positively significant impact on decision to purchase phone Xiaomi in Surabaya. Brand awareness partially has negatively not significant impact on decision to purchase phone Xiaomi in surabaya. Product features partially has positively significant impact on decision to purchase phone Xiaomi in surabaya. Price partially has negatifely not significant impact on decision to purchase phone xiaomi in Surabaya and perceived product quality, brand awareness, product features and price simultanly has positively impact on decision to purchase Xiaomi phone. Keywords: perceived quality products, brand awareness, product features and pric