The Effect of Product Features and After-Sales Service on Purchase Decisions of iPhone Smartphones
DOI:
https://doi.org/10.55927/esa.v5i3.19Keywords:
Smartphone, Feature, After Sales Servive, Purchace DecisionsAbstract
This study aims to analyze the effect of product features and after-sales service on Samsung smartphone purchase decisions at Hallo Store. This research applied a quantitative approach with an explanatory design. The population consisted of Samsung smartphone consumers at Hallo Store, with 82 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using SPSS. The results show that product features significantly affect purchase decisions (Sig. = 0.009), while after-sales service has no significant effect (Sig. = 0.664). Simultaneously, both variables significantly influence purchase decisions (Sig. = 0.033). The findings indicate that product features are the dominant factor influencing consumers’ purchase decisions.
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