Abstract:
With the rapid economic growth and the continuous improvement of people’s living
standard. The smartphone has became part of our lives. Therefore, it is very important
for the smartphone vendor that how to let their product satisfy the customer’s need
and meet, there are so many factors to effect customers buying decision, which is
about product quality, price, brand image and more. In this study, it aims to research
the factors that influence the consumer buying decision of Huawei smartphone. The
research takes product quality, price and brand image to examine. And the study uses
the quantitative research method to do this research and through the paper test to
collect data in Central Jakarta. The samples of this study is 160 people. Based on the
SPSS 16.0 multiple regressions analysis, the result of the study is that product quality
have no impact on consumer buying decision, price have impact on consumer buying
decision and brand image have impact on consumer buying decision.
