The Influence of Product Attributes Againts The Buying Decision of Smartphone Xiaomi Mi 5

Abstract

The current development of the smartphone industry is growing fast, made competition in the smartphone industry is more intense. One effort that can be do smartphone manufacturers in the face of competition is pay attention and develop attribute on the product offered.  If the product offered can be comply consumer needs then the consumer will decide to buy the product. So did the smartphone manufacturer Xiaomi, Xiaomi pay attention and develop product attributes that exist on smartphone Xiaomi Mi 5 so smartphone Xiaomi Mi 5 can be sold according to sales targets and generate profits. The purpose of this research is want to know the influence of product attributes divided into element product quality, product features, and product design againts the buying decision of smartphone Xiaomi Mi 5. The research method used is quantitative research method with correlational approach. Sampling technique used is probability sampling technique with random sampling. Data collection technique used is field research consisting of observation and questionnaire then  literature study. Data analysis techniques used simple linear regression analysis. Based on the research result, it was found that there is a positive influence between product attributes consisting of product quality, product features and product design againts the buying decision of smartphone Xiaomi Mi 5.