Pengaruh Inovasi Produk, Kualitas Produk dan Harga terhadap Keputusan Pembelian Smartphone Iphone X di Kota Jayapura

Abstract

The role of communication technology is currently very important because of the large demand for fast and precise information exchange. The unification of various functions of communication tools has been integrated into a communication tool called a smartphone. Crucial factors in supporting the success of a company are important things to pay attention to. Innovation leads to the creation of new products. Meanwhile, the quality of a product is assessed based on the size of the benefits obtained. So the purchasing decision is the end user's decision to consume a product. This type of quantitative research, with respondents being people who use iPhone X, totaling 150 people using random sampling techniques. From the research results, innovation, product quality and price contributed 63.4% to purchasing decisions. However, price does not partially influence the decision to purchase an iPhone X smartphone in the city of Jayapura.