FACTORS THAT INFLUENCE THE INDONESIA PEOPLE BUYING DECISION TOWARDS CHINA-MADE MOBILE PHONE

Abstract

The objective of this research is to find out factors that influence the Indonesian people buying decision towards China-made mobile phones. Furthermore, the researcher wants to provide some suggestions for the management of Chinese mobile phone manufacturers or dealers for them to make correct marketing strategies to improve the sales and increase the market share. This research used quantitative research methodology, used multiple regression test and classical assumption test to analyze the problems. Based on the quantitative research method, a questionnaire used to collect data from some Indonesian people. However, there were still some limitations during the research process. Lack of references and source materials, lack of time and small size of population and sample are all the limitations for the thesis. In the research, the researcher analysis the influence of marketing mix on buying decision of Indonesian people towards China-made mobile phone. Through test, 59% variation of dependent variable can be explained by independent variables. And through the T-test and F-test, the partial influences of product, price, promotion and place towards buying decision of China-made mobile phones are significant.