<![CDATA[Today, smartphones are handheld communication devices that have an internet network, which can help us obtain various information quickly and quickly. Samsung smartphone is one of the best-selling smartphone brands, even Samsung smartphones are called cell phone technology giants. Therefore, researchers are interested in conducting research on the effect of product quality and price suitability on Samsung smartphone purchasing decisions in the North Jakarta Region. The theory used to support this writing is an understanding of product quality, price suitability and purchasing decisions. Then supported by a theory regarding the relationship between product quality and purchasing decisions, prices with purchasing decisions. The object of this research is the Samsung Smartphone. The population of this study was Samsung Smartphone users in the North Jakarta Region, where sampling techniques were non-probability sampling using judgmental sampling, with a sample size of 100. Data collection was carried out by communication techniques which distributed questionnaires through Google Form to 100 respondents. The data analysis technique used is the validity, reliability, descriptive analysis, and multiple regression analysis. The results of data analysis show that product quality and price suitability have a positive effect on purchasing decisions. This shows that if the quality of the product is getting better and the suitability of the price offered is more in line with the quality of the product, it will be followed by higher purchases of a product.Keywords: Product Quality, Suitability Price, Purchase Decision]]>
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