<![CDATA[Today, smartphones have become the primary needs of many people. With smartphone people can easily communicate with others, surfering on the internet, camera, music player, even playing games. The quality and price of smartphones are various depending on what is offered by the smartphone. Xiaomi is one of smartphone manufacturers currently focusing its products on smartphones at low prices. But Xiaomi constrained several problems for example consumer doubt about the quality of cheap smartphones. The researchers believe that the aspects that trigger consumer purchase decisions are price, product quality, and brand image. Therefore, the author interested to conduct research on the influence of price, product quality, and brand image on Xiaomi smartphone purchase decision in Kelapa Gading. This study uses the communication methods and sampling using non-probability sampling and judgment sampling techniques Questionnaires distributed online through Google Docs media were 103 respondents who use Xiaomi smartphone. The analytical method used to test the model and data processing is a structural equation model (Structural Equation Modelling) using WarpPLS 4.0 and SPSS 20.0. The results showed that price attractiveness, product quality, and brand image positive and significant impact on consumer purchase decision.Keywords: Price Attractiveness, Product Quality, Brand Image, Purchase Decision]]>
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