Pengaruh Inovasi, Citra Merek, dan Harga Terhadap Keputusan Pembelian Smartphone Xiaomi

This study aims to analyze the effect of innovation, brand image, and price on purchasing decisions of Xiaomi smartphones. The sample in this study was 183 respondents who were consumers and those who had used a Xiaomi smartphone in Solo Raya . The type of data used in this study is primary data. Methods of data collection using a questionnaire. The data analysis methods used in this research are validity test, reliability test, classical assumption test, multiple linear regression analysis, coefficient of determination, model accuracy test (F test), estimator parameter accuracy test or hypothesis test (t test). The results of the analysis in this study indicate that innovation has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decision