The Influence Of Product Quality, Price, Brand Image And Promotion On The Purchase Decision Of Xiaomi Smartphone Products In Depok City

Technological developments and a lot of competitors in the smartphone industry make the competition tighter so that it triggers consumers to be more picky before deciding to make a purchase. Xiaomi is one of the manufacturers engaged in the production of smartphones which is well known in Indonesia. The purpose of this study is to determine whether product quality, price, brand image, and promotion can partially and simultaneously influence purchasing decisions for Xiaomi smartphones in Depok. This study uses quantitative primary data in the form of a questionnaire with a research sample of 100 respondents. The analytical tools used are validity test, reliability test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, normality test, coefficient of determination, t test and f test assisted by SPSS version 25 software. The results of this study are product quality, price , brand image, and promotion have a significant influence on purchasing decisions for Xiaomi smartphones in Depok city, either partially or simultaneously.


II. LITERATURE REVIEW 1. Product Quality
Product quality is a statement of the level of ability of a particular product in carrying out the expected function. Assauri (2015). H1: Product quality variable has a significant effect on purchasing decision.

Price
Price is the amount of money that is sacrificed for an item or service, or the value of the consumer that is exchanged for benefits, ownership, use of the product or service. Suparyanto and Rosad (2015). H2: Price has a significant effect on the purchasing decision.

Brand Image Brand
Image is the consumer's perception of a brand as a reflection of associations or memories that exist in the minds of consumers. Kotler and Keller (2016). H3: Brand image has a significant effect on purchasing decision.

Promotion
Promotion is an activity carried out by a company to communicate the benefits of a product and as a tool to influence consumers in purchasing activities or using services according to their needs. Lupioyadi(2014). H4: The promotion variable has a significant effect on the purchasing decision variable.

Purchase Decision
Purchase decision is the decision stage where consumers actually make the purchase process on a product. Tjiptono (2012). H5: Product quality, price, brand image and promotion variables have a significant effect on purchasing decision.
Thinking Framework Based on the literature review and the background that has been described, the research model and hypotheses are as shown in Figure 1 Fig1. Research model III.

RESEARCH METHODS
In this study, the population used were consumers of Xiaomi smartphone products in the city of Depok by using the same sampling method. by Paul Leedy. The number of samples in this study was 100 respondents. The sampling technique in this study used the accidental sampling technique, namely the sampling technique based on chance or incidental encounters with the researcher can be used as a sample, if the respondent has the criteria that the researcher needs. The analysis technique used is the test of validity, reliability, classical assumption test, multiple linear regression test, test of the coefficient of determination, t and f tests. In this study there are 4 independent variables, namely X1 as product quality, X2 as price, X3 as brand image, X4 as promotion and the dependent variable is Y as a purchase decision.

IV.
Results and Discussion

Validity and Reliability Test
In the validity test of decision making can be said to be valid if ℎ ≥

Coefficient of Determination
Based on the test results obtained, the value of Adjusted R Square is 0.675, which means that the independent variables are product quality (X1), price (X2), brand image (X3), promotion (x4) explaining the dependent variable, namely purchasing decisions. of 67.5% while the remaining 32.5 is explained by other variables not included in this study. . It can be concluded that product quality, price, brand image, and promotion together affect the decision to purchase xiaomi smartphone products in the city of Depok.

V. Conclusion
Based on the results of research and discussion of the influence of product quality, price, brand image and promotion on purchasing decisions for Xiaomi smartphone products in Depok City, it can be concluded as follows: 1. Product quality has a significant partial effect on purchasing decision variables for Xiaomi Smartphone products in the city of Depok City. 2. Price has a significant partial effect on the purchasing decision variables for Xiaomi smartphone products in the city of Depok. 3. Brand image has a significant partial effect on purchasing decision variables for Xiaomi smartphone products in the city of Depok. 4. Promotion has a significant partial effect on purchasing decisions for Xiaomi smartphone products in the city of Depok. 5. Product quality¸ price, brand image, and promotion simultaneously have a significant effect on purchasing decisions for Xiaomi smartphone products in the city of Depok.

VI. IMPLICATIONS
1. Product quality variable is known to have an influence on purchasing decisions. It is shows that the quality of the products supplied by the company can be said to have been in accordance with what is expected by the consumer. So the company should be able to keep up or improve the quality of the smartphones they produce because the better the quality of a product it will give a positive or good impression to consumers in the process of evaluating or selecting products to be purchased 2. Price variables are known to have an influence on purchasing decisions. This shows that the price offered can be said to be affordable, in accordance with the product quality, benefits and the price offered has competitiveness against other smartphone products. So companies should still pay attention to whether the products they will market are in accordance with what consumers want, if the price offered is in accordance with what consumers want then customers will not hesitate to make purchases on the products offered.
3. The brand image variable is known to have a dominant influence in this study which was tested with the Standardized Coefficients Beta highest. Companies are obliged to pay attention to the brand image of their company, because the brand image is an assessment or view of the good or bad of a product issued ISSN: 2722 -4015 http://ijstm.inarah.co.id by the company. With a good brand image, consumers will feel more confident about the product they want so that the potential for purchasing decisions will increase. 4. Promotional variables are known to have an influence on purchasing decisions. Promotion is a form of communication between the company and its customers, the promotion has properties inform, and influence potential customers. If the company can increase the promotions they to provide information to the wider community in the hope that purchasing decisions can improve.