Abstract :
This study aims to examine the effect of product quality and price on
purchasing decisions of Lenovo Mobile Phone in Palembang. The population in
this study were the people who interested to purchasing and using Lenovo Mobile
Phone in Palembang. Sampling was done by purposive sampling method, where
sampling is based on certain criteria. The study sample is obtained by 100
respondents. Based on the results of hypothesis testing using multiple linier
regression analysis method, the test results obtained showed that product quality
(X1) and price (X2) variables affects the purchasing decision of Lenovo Mobile
Phone. Where can be explained by 81,2%, while others can be explained by other
variables.
Keywords: product quality, price, purchase decision, Lenovo