KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI REDMI NOTE 10 5G DI ERA PANDEMI COVID -19 (Studi pada Mahasiswa Universitas Tidar)

This study aims to find out how the influence of product features, consumer preferences, and prices on purchasing decisions for the Xiaomi Redmi Note 10 5G smartphone product in the era of the covid-19 pandemic on Tidar University students. The method used in this study is Experimental pretest posttest with the number of samples in this study as many as 30 respondents. The use of the pretest posttest experimental method is by giving treatment to the experimental group, namely in the first experiment the group was not treated while the second experimental group was given treatment and then the results of the two were compared. The data used in this study used primary and secondary data where primary data was obtained using questionnaires and interviews, while secondary data was obtained through previous research. The data analysis technique in this research is multiple linear regression analysis. The results in the first experiment that product features and price variables partially have no effect on purchasing decisions, but preference variables have a positive and significant effect on purchasing decisions. The results of the second experiment show that the product features, consumer preferences and price variables partially have a positive and significant effect.