ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM PEMBELIAN SMARTPHONE XIAOMI (STUDI KASUS PADA MAHASISWA PENGGUNA SMARTPHONE XIAOMI DI UNIVERSITAS NUSA CENDANA)

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Astin Naomi Saekoko
Antonio E L Nyoko
Ronald P C Fanggidae

Abstract

This study aims to determine the factors that influence consumer behavior in purchasing Xiaomi
smartphones. The sample in this study amounted 100 respondents taken using a purposive
sampling technique. This study uses a qualitative approach, which takes the object of research at the
University of Nusa Cendana. Data collection is done by the method of observation, interviews and
questionnaires. The results found that Psychology and Personal variables were the most influence
variables for consumers in purchasing Xiaomi smartphones. While the indicator "Has Good
Quality" is the biggest reason consumers decide to buy a Xiaomi smartphone.


Keywords: Culture, Social, Personal, Psychology

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