Mobile communication device is secondary and community needs have been aware of the importance of communications ranging from young to older people even need communication. With the seiringnya of time, the development of more advanced technology, created a communications tools smart phone (smartphone), where in lieu of a mobile communication device. Many companies communications tools such as smartphones offer a variety of new products with different features of innovation on products previously, because at the moment the competition between products of each brand's increasing lead to every consumer can choose variations of the brand products are higher quality. By selecting the product brand variations that are more qualified, then support the decision-making of every consumer can choose in accordance with the tastes, purchasing power, and the quality of the product.
Therefore, this research aims to know the influence of needs, brand (brand), and product quality as well as purchasing decisions against the quality of the product against brand (brand). Data collection is carried out using a questionnaire which was distributed to 170 respondents by using non-probability sampling techniques in the form of purposive sampling. The data processing is done by the method of Structural Equation Modeling (SEM) using software AMOS. Based on the research results obtained that needs, brand (brand), and product quality positively influence on purchasing decisions. Meanwhile, product quality positively no effect against the brand (brand). The result of the then unknown variables will be improved and some of the proposals that will be given to the company and the outlets. The study also comes with the managerial implications useful to manufacturers. |