THE ANALYZING OF CUSTOMER PURCHASE DECISION BEHAVIOR IN INDONESIA (CASE STUDY OF XIAOMI SMARTPHONE)

Abstract

The aim of this research is to analyze what are the factors that have impact on customer purchase decision behavior in Indonesia as the case study of Xiaomi smartphone. Due to the unstoppable increase investment activities from China to Indonesia, Chinese smartphone market also get the opportunity to expand their market in Indonesia. Based on previous research, the variables that been analyzed in this research are: price, quality and brand image; with the dependent variable customer purchase decision. By using quantitative method with distributed questionnaire to ask about customers perspectives who come from across Indonesia, towards Xiaomi smartphone in the field of price, quality and brand image. Total of respondents are 177.The result showed that price and quality have significant influence to customer purchase decision. However, brand image also have positive influence to customer purchase decision but not significant. It give the recommendation to Xiaomi suppliers that keep maintaining the good quality with reasonable price while take some actions to increase its brand awareness in Indonesia.